• Daniela Roessler
Alphabeta is a modular lamp designed by Luca Nichetto for I created a scrolling, responsive storytelling page to give a more in-depth look at the lamp’s features and selling points. The concept was to show the customizability of the two halves of the lamp while scrolling, so the user could see all the combinations available without having to go off of the page and into the configurator tool. The art direction that I did for this site was then used throughout the campaign and launch, manifested as subway, lamppost, and print ads throughout London to launch the Hem pop-up shop.