Slope
Rebrand
As Slope grew from a startup-focused studio into a comprehensive creative practice, the need for a renewed identity became clear. I led the development of a new brand system and collaborated with the developer on redesigning the website.
At the core of the rebrand is the Slanted L — a deceptively simple yet versatile symbol. Serving as both an incline and a slash, it marks the intersection of technology and design, capturing Slope’s balance of adaptability, strategy, and innovation.
Credits
Design and Direction
Chao Wang
3D & Motion
Tiffany Shen
Developer
Miron U
I started by experimenting with geometric shapes, and were particularly drawn to tactile textures that felt organic and visually engaging. However, the real breakthrough came when we re-examined the L in our logo. Rather than treating it as just a letterform, we began to see it as a modular building block — a shape that could morph into a range of slope-inspired extensions and dynamic forms. This gave us a visual system that was not only cohesive but also flexible enough to adapt across different formats.These AI-generated gradients were then applied to the "Slope Shapes" — abstract forms derived from the evolving L, further reinforcing the interplay between human creativity and technological innovation.We wanted a system that could seamlessly shift between 2D and dimensional visuals, echoing the way we approach projects, effortlessly moving between flat design and 3D storytelling. This concept of morphing forms became a key part of both our static and motion design explorations.Play page — a space to share AI experiments, unused client work, and creative explorations. It’s our way of documenting ideas in progress and celebrating the playful side of creativity that fuels our work.