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Trusted Expert

Adam Lorber

Brand Identity & Visual Systems Lead

6Case studies

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About

I help brands get clear on exactly who they are and how they show up in the world. Usually, that means building or refining identity systems that actually work when they hit the real world, not just in a deck. I focus on creating visual frameworks that teams can actually use across marketing, product, and physical spaces without needing to reinvent the wheel every time. The goal is to create work that stays consistent and flexible as the brand grows. I’ve spent a lot of time building brand systems and high-impact campaigns across tech, entertainment, wellness, and CPG. I love bridging the gap between high-level strategy and the hands-on execution that actually drives growth and builds brand equity. Whether I’m working with a scrappy startup or a global icon, I’m all about delivering integrated experiences, from digital to print to physical spaces, that feel cohesive and intentional.

Works acrossUS · CA

How Adam helps

The roles Adam steps into. Select one to see how they work in it.

Role

Brand Identity & Visual Systems Lead

Selected work in this role

Lead Designer at Inflection
Responsible for unifying branding across six core products by creating a centralized brand hub and organizing assets for consistent use.
Senior Designer/Art Director at Television Academy
Shaped the Emmy Awards’ globally recognized visual identity, including the 70th Primetime Emmy Awards key art and campaigns seen by over 10M viewers worldwide.
Lead Designer at Fount
Led creative direction for Fount and FlyKitt’s rebrands and product launches, designing FDA-compliant packaging while supporting a Series A round with investor-ready visuals, decks, and collateral.

Focus areas

art directionBrand Strategyvisual identity systemstypographyDesign Systemscreative direction

Chameleon Collective work

Engagements Adam delivered through Chameleon Collective.

FlyKitt - Packaging Redesign for Travel Usability

OverviewFlyKitt is a jet lag solution designed for long-haul travel. As part of a broader brand update, I led a packaging redesign focused on improving clarity, legibility, and real-world usability while aligning the product with the new visual direction.The ChallengeTranslate updated brand direction into a cohesive packaging systemImprove readability in low-light flight environmentsEnhance capsule identification without increasing visual complexityStrategic InsightTravelers often use FlyKitt in dim cabin lighting, where subtle color differences and small labels can become difficult to distinguish. The packaging needed to reflect the updated brand while performing better in real-world travel conditions. The goal was to modernize the system visually while strengthening functional clarity.Strategic DecisionsApplied the updated brand identity to the packaging systemIntroduced a lighter, higher-contrast color palette optimized for low-light visibilityRetained recognizable color cues while adding clearer function-based calloutsRefined hierarchy to prioritize clarity and ease of useExecutionRedesigned primary packaging to align with new brand standardsEnhanced capsule labeling system for quicker differentiationPrepared production-ready files aligned with compliance requirementsOutcomeImproved usability during nighttime travelSuccessfully aligned packaging with updated brand identityDelivered a clearer, more cohesive system built to scale

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Selected work from prior roles

Personal case studies from Adam’s career before joining the Collective. These were not delivered through Chameleon Collective.

Personal work

Fount - End-to-End Brand Build & Product Launch

OverviewFount is a wellness and technology startup focused on optimizing health and performance for high achievers. As Lead Designer and sole creative, I shaped the brand from the ground up during a rapid growth phase, building a cohesive system that unified product, digital, marketing, and investor communications.The ChallengeEstablish a credible and differentiated brand in a competitive wellness marketLaunch Fount’s first public product under an accelerated timelineSupport investor communications with cohesive, high-quality materialsBuild scalable systems to support product and digital expansionStrategic InsightFount needed more than a visual refresh. It required a unified identity aligning brand, product, and digital experience under a clear, premium, and performance-driven positioning. The goal was to create an ecosystem where packaging, website, app, and investor materials reinforced the same narrative.Strategic DecisionsLed a full rebrand establishing foundational visual and messaging directionLaunched FlyKitt within 30 days, aligning packaging, digital presence, and brand toneBuilt scalable brand guidelines to ensure consistency across platformsIntegrated investor materials into the broader brand systemLeveraged AI workflows to accelerate production and reduce costsExecutionDeveloped the complete brand identity and visual systemDesigned and launched Squarespace and WordPress websites for Fount and FlyKittCreated FDA-compliant packaging for FlyKitt and the Fount Kitt SystemDesigned investor decks and sales materials supporting a successful Series A raiseArt directed photo and video production for brand and product contentCollaborated with engineering teams on UI/UX elements for mobile appsOutcomeEstablished a cohesive, scalable brand system across product, digital, and marketingSuccessfully launched FlyKitt under an accelerated timelineDelivered investor-ready materials supporting Series A fundingBuilt a cross-platform identity capable of supporting continued growth

Experience

A
Creative Consultant at Adam Lorber Design
Freelance Creative Director/Lead Designer at Various Clients
Lead Designer at Inflection
T
Creative Director at The Kitchen--Global Localization
Creative Director & Lead Designer at Revyrie
R
Creative Director at Revyrie

Expertise

Art DirectionVisual DesignIdentity DesignBrand StrategyPresentation DesignBrand MessagingBrandingPackaging DesignCollateral DesignGraphic DesignBrand Style GuidesVisual Brand Language+19 more

Work With
Adam

Interested in bringing Adam onto your transformation? Let’s start the conversation.

Personal work

Revyrie multi-brand identity system

OverviewBrought in as Creative Director (contract and consultant), I led creative across Revyrie and its portfolio of sub-brands during a six-month engagement focused on strengthening brand clarity and cohesion.Revyrie operated as a parent company overseeing multiple entities, including a marketing agency, a startup incubator, and a nonprofit. The goal was to modernize the master brand, realign its sub-brands under a unified architecture, and elevate the quality and consistency of all outward-facing materials.The ChallengeModernize the Revyrie master brand while preserving equityUnify four sub-brands under a clear and scalable visual systemImprove consistency across decks, marketing materials, and digital touchpointsLead creative across geographically distributed teams and cross-functional stakeholdersStrategic InsightRevyrie’s brands had evolved independently, resulting in visual fragmentation and inconsistent messaging. The opportunity was not simply to redesign logos, but to create a structured identity system that clarified relationships between the parent brand and its sub-brands. By establishing a cohesive visual architecture, the organization could present itself with greater confidence to investors, partners, and clients while creating a scalable foundation for future growth.Strategic DecisionsRedesigned the Revyrie master brand and four sub-brand identities within a unified systemDefined hierarchy rules governing how parent and sub-brands interactedStandardized typography, color systems, and layout frameworks across touchpointsElevated presentation materials and marketing decks to reflect a more refined and consistent brand presenceExecutionFull overhaul of the Revyrie logo suiteDevelopment of brand guidelines to ensure long-term system integrityCreative direction across marketing materials, digital assets, and presentation templatesLeadership of a distributed design team across Los Angeles, New York, and IndiaClose collaboration with CEOs, COOs, project managers, engineers, and developers to translate business objectives into cohesive brand experiencesOutcomeEstablished a unified and scalable brand system across Revyrie and its sub-brandsImproved clarity and professionalism across investor and client-facing materialsStrengthened brand recognition and internal alignmentDelivered a framework capable of supporting future ventures and expansion

Personal work

70th Emmy Awards - Anniversary Identity System

OverviewFor the 70th anniversary of the Emmy Awards, I led brand and visual design for one of the most visible milestones in the organization’s history. Competing concepts were developed both internally and by an external agency. The identity I designed was selected as the official anniversary mark and implemented across all Emmy platforms throughout the year.The anniversary system needed to honor the legacy of the Television Academy while feeling contemporary, scalable, and adaptable across broadcast, digital, print, and live environments.The ChallengeDevelop an anniversary identity that respected the Emmy legacy while signaling forward momentumCompete against internal and external agency concepts for selectionCreate a system flexible enough to scale across broadcast, experiential, and environmental platformsEnsure visual cohesion across a year-long rollout touching millions of viewersStrategic InsightAn anniversary mark could not function as a standalone logo. It needed to operate as a system, one that integrated seamlessly into existing Emmy brand architecture while elevating the moment. The opportunity was to design an identity that felt celebratory without becoming ornamental, ensuring it could live confidently across broadcast graphics, live events, and promotional materials without losing clarity or consistency.Strategic DecisionsDeveloped an anniversary mark designed to integrate cleanly with the core Emmy brand systemBuilt a flexible visual framework that scaled across motion, print, environmental, and digital applicationsBalanced legacy cues with modern typography and compositionEnsured the identity could adapt to high-profile broadcast environments without losing recognizabilityExecutionDesign and development of the official 70th anniversary logoCreation of a comprehensive visual identity systemUsed across broadcast graphics, key art, trade advertising, environmental and wayfinding signage, step-and-repeats, printed collateral, and full experiential execution for the Governors BallApplications ranged from billboards and on-air graphics to event décor and custom packaging elements, reaching over 10 million viewers worldwide.OutcomeSelected as the official anniversary identity over competing internal and agency conceptsImplemented year-round across all Emmy platforms, collateral, and materialsDelivered a cohesive system that scaled seamlessly across digital, broadcast, print, and experiential touchpoints

Lemon Perfect - OOH & Retail Activation Campaign

Personal work

The Lemon Perfect Company

Lemon Perfect - OOH & Retail Activation Campaign

OverviewLemon Perfect is a zero-sugar, cold-pressed lemon water made with half a California-grown organic lemon in every bottle and no artificial ingredients. Positioned as a flavorful, antioxidant-rich alternative to traditional sugary beverages, the brand entered a competitive hydration category dominated by legacy players.Serving as freelance Art Director, I was brought in to help generate buzz around the brand’s expansion, including a bold OOH presence in Atlanta, headquartered in Coca-Cola’s backyard, and to support in-store retail visibility through point-of-sale design.The ChallengeIntroduce a growing challenger brand within a category dominated by major beverage companiesBreak through in a crowded hydration setCapture Lemon Perfect’s vibrant, confident tone without overcomplicating the messageTranslate campaign energy from outdoor placements into retail environmentsStrategic InsightAs a challenger brand, Lemon Perfect didn’t need to shout. It needed to feel confident, playful, and self-aware. The opportunity was to lean into the brand’s personality and create messaging that felt bold yet approachable, reinforcing the product’s strengths while signaling that it belonged in the conversation.The campaign had to work in two distinct contexts: high-visibility outdoor placements and close-range retail environments.Strategic DecisionsDeveloped a campaign, reinforcing brand name recognition and the distinct bottle cap, while coming across as confident and a bit tongue-in-cheekBuilt bold, simple billboard concepts designed with minimal copy for immediate readability at distanceEnsured copy and visuals aligned with Lemon Perfect’s vibrant and approachable brand voiceExtended campaign thinking into grocery through a highly visible dump bin display that translated OOH energy into point-of-sale impactExecutionConcept development and creative direction for OOH billboard campaignCopywriting for headline and supporting messagingDesign of grocery dump bin display for aisle placementDevelopment of a visual system that would balance clarity, color, and brand confidence across formatsOutcomeElevated brand visibility in a competitive marketReinforced Lemon Perfect’s challenger positioning in a legacy-dominated categoryCreated cohesive campaign messaging across outdoor and in-store environments

Adam Lorber

About

How Adam helps

Brand Identity & Visual Systems Lead

Chameleon Collective work

FlyKitt - Packaging Redesign for Travel Usability

Selected work from prior roles

Fount - End-to-End Brand Build & Product Launch

Experience

Expertise

Work WithAdam

Revyrie multi-brand identity system

70th Emmy Awards - Anniversary Identity System

Lemon Perfect - OOH & Retail Activation Campaign

Work With
Adam