Branding a future icon of the Pacific Northwest.
Info
Client: Willamette Provisions
Role: Senior Designer
Agency: Happylucky
Summary
Two-Michelin-star chef Matthew Lightner envisioned a dining experience that would elevate the Willamette Valley to a world-class culinary destination. His ever-evolving menu, shaped by nature, required a brand that felt just as fluid and intentional. Our challenge was to create an identity that captured this constant transformation while staying rooted in place.
Chef Lightner’s cuisine is deeply rooted in nature, drawing inspiration from the shifting seasons and the delicate balance of his surroundings. To capture this philosophy, we needed to create a brand that reflected his connection to place in a meaningful way.
We explored the shifting light of the Pacific Northwest to craft a concept that mirrored the restaurant’s ephemeral nature. The name “ōkta” emerged from meteorology, a unit measuring cloud cover called the Okta Scale—an elegant metaphor for the hidden beauty and fleeting moments of the region.
The primary wordmark is clean and modern, while the hero icon and supporting system reference the iconography of the Okta Scale.
We designed the website to reflect ōkta’s sensorial experience, using subtle animations, shifting visuals, and a minimalist layout. The navigation invited curiosity, unveiling information in layers, much like the restaurant’s menu.
A movement-forward photoshoot for an iconic silhouette.
Info
Client: adidas Originals
Role: Art Directon
Agency: Happylucky
Summary
adidas challenged us to create a lifestyle and product-driven shoot for the iconic Superstar, transitioning from FW24’s bold, colorful narrative to FW25’s confident, high-contrast tonal world. We needed to showcase the shoe’s legendary versatility, rooted in heritage while driving culture forward.