mea Platform
From complex technology to a brand people can feel.
mea uses AI to take repetitive, manual work out of complex business workflows.
As Senior Art Director at Converge, I developed the creative direction selected for the brand and worked alongside our team to bring it to life across photography, AI-generated imagery, motion and digital experiences.
Creative direction · Art direction · AI imagery · AI video · Photography · Digital
Make the invisible visible.
AI, automation and workflow efficiency aren't inherently visual.
The creative direction focused instead on the human experience around the technology—using light, environment and mea's signature green to make an invisible system feel present.
Creative Direction
Create imagery that couldn't exist before.
We combined traditional art direction with generative AI to create a distinct photography style for mea—developing believable lifestyle imagery with controlled environments, cinematic lighting and the brand's signature green illumination.
AI gave us the ability to push beyond traditional stock photography while maintaining a consistent visual language across the brand.
Photography
We extended the same visual language into AI-generated motion, turning still concepts into cinematic video moments that gave the brand another way to communicate technology working quietly in the background.
Create a recognizable visual language.
Custom iconography gave mea another way to make complex ideas feel simple. I developed a distinct icon system that translated technical concepts into clear, recognizable visuals—extending the brand's personality across digital experiences, presentations and marketing materials.
Make complexity feel simple.
Across mea’s digital and print experience, this visual system helped organize dense product and technical messaging through hierarchy, modular layouts, imagery and motion—giving a sophisticated platform a much clearer way to communicate.
“What I really like is that it's a really clear articulation of mea's proposition and our products and our differentiation. For the first time, it kind of pulls everything into one. I think that the website is going to be enormously helpful to us, both as a sales team in terms of consistency of messaging.”
Graeme Asquith
UK Managing Director, mea
“The course we've charted around the brand position and ‘Cut the drag. Just win.’ is a more elevated position. Everyone else is still very much focused on process features.”
Elliott Bundy
Chief Marketing Officer, mea
Keep technology human.
The creative direction gave mea a way to visualize AI without relying on familiar AI clichés—building a brand world around what the technology ultimately gives people back: time, focus and space to do more meaningful work.