CLiC
On-demand privacy glass.
Overview
CLiC is a switchable privacy glass system developed by Cardinal Glass Industries that transitions from clear to opaque in milliseconds, providing on-demand privacy without compromising natural light or views.
My role was to visually communicate how the technology works and translate its benefits across a range of touchpoints, including print, email, animated digital advertising, and video for social media. Brand guidelines and visual assets were developed to establish a consistent system for communicating the product across applications.
Services
Layout
Video editing
Generative AI
Animation
Personality
Confident
Architectural
Minimal
Agency
Completed
VISUAL DEVELOPMENT
The advertising imagery began with stock photography, which was transformed to demonstrate the shift from transparent to private states. Persona specific scenes were then developed using generative AI and image compositing in Photoshop to refine the imagery and place people naturally within the environments, reinforcing the product’s relationship to everyday spaces and lifestyle.
DIGITAL CAMPAIGN
The visual system was extended across digital advertising and email, adapting the campaign's core idea of transformation to different formats and moments of interaction.
Video
Motion extended the campaign’s visual language into short-form video for TikTok and Meta, demonstrating the transition between clear and private states while keeping the product and architectural environment at the center.
BRAND GUIDELINES
Brand guidelines were created to establish a cohesive visual system for CLiC across typography, color, imagery, layout, and brand applications.
