Feels Like
Identity Design, Web DesignWhat does it feel like?
As AI and emerging technologies reshape how we create and interact, we believed that great digital experiences shouldn’t just function — they should feel. That belief became the starting point for a full rebrand, transforming B-Reel into Feels Like — a name that reflects our commitment to crafting emotionally resonant, sensory-driven interfaces.Role
I was involved from the early exploration to the final rollout, contributing to visual direction and typographic expression. I designed the logo, created interactive UI prototypes, and developed social assets — helping shape a cohesive, emotionally rich identity across platforms.
Credits
Studio: Feels Like
Team: Thomas Buffet, Cameron Schultheis, Christian Lowell, Nelly Shams, Grace Howard Kim.
Team: Thomas Buffet, Cameron Schultheis, Christian Lowell, Nelly Shams, Grace Howard Kim.
01
Challenge
The creative brief was deliberately open-ended, guided by a single question: “What does it feel like?”
Rather than anchoring the brand in traditional positioning or surface-level aesthetics, we approached it from an emotional and sensory lens — exploring ambiguity, texture, memory, and the tension between human and machine.
Rather than anchoring the brand in traditional positioning or surface-level aesthetics, we approached it from an emotional and sensory lens — exploring ambiguity, texture, memory, and the tension between human and machine.
02
Solution
While many AI tools aim to replicate reality with perfection, we used them to explore imperfection and emotional nuance. The real breakthrough came with a simple trick — using --stop 10 to interrupt image generation early. The result: blurry, in-between frames that felt like emotions and memories — you can’t quite see them clearly, but you can feel them.
These imperfect images became a core asset. I turned them into a looping ambient video on the website — not just as decoration, but as a mood-setting interface that invites you in emotionally.
That sense of blurriness carried through the entire brand experience: in the soft edges of image containers, blur-to-clear text transitions, and even in the expressive, dreamlike quality of our social assets.
These imperfect images became a core asset. I turned them into a looping ambient video on the website — not just as decoration, but as a mood-setting interface that invites you in emotionally.
That sense of blurriness carried through the entire brand experience: in the soft edges of image containers, blur-to-clear text transitions, and even in the expressive, dreamlike quality of our social assets.
03
Outcome
The rebrand gave us a renewed sense of identity and direction. It helped us articulate what kind of studio we want to be — one that values emotion, experimentation, and sensory design. The work also sparked new conversations and led to collaborations with AI-focused clients like Suno and Arcade, allowing us to continue exploring the relationship between technology and humanity.