TELEIDOSCOPE

Client:

Teleidoscope is a defense technology company exploring new ways of seeing and interpreting complex environments.

Key skills:

Art direction · Branding · Graphic design · Illustrator · Layout · Marketing · Photoshop · Presentation design · Print · Social media design · Visual systems

Project details:

The CEO of Teleidoscope reached out to me directly on LinkedIn to see if I’d be interested in a founding designer role. After a few rounds of interviews, I was asked to complete a design exercise that included three deliverables: a logo, patch designs, and a presentation deck template.

For the logo direction, I took the exploration further by expanding it into a broader visual system, thinking through how the identity could extend across applications and function as a cohesive brand.

The challenge was to create something that felt precise and credible within a defense tech space, while still leaving room for abstraction and visual depth.

I explored multiple directions, each approaching perception, pattern, and intelligence in a different way. The final direction pulls from the concept of a teleidoscope lens: whatever you point it at—sky, buildings, people—gets fragmented and repeated into symmetrical patterns. So instead of inventing patterns, it transforms reality into something layered, abstract, and constantly shifting.

As part of the exercise, I was also asked to design patches that could stand on their own as collectible pieces.

Unlike the rest of the system, this direction leaned more expressive and less serious. The goal was to create patches that were clever and visually striking at a small scale.

I developed an illustrated concept centered around a cat riding a missile, chasing a target that can never hide, playing into the idea of a cat-and-mouse game. I also illustrated a more traditional option of one of their drones with the tagline “Sky Protector.” The last option was inspired by the Autobots and in the movie Transformers; I integrated the outline of their drone within the face design.

These pieces were meant to feel distinct from the core brand system, while still connecting back to Teleidoscope’s underlying themes of tracking, pursuit, and perception.

Final direction—layered perception:

This direction is rooted in the idea of seeing beyond the surface: how information repeats and reveals new meaning over time.

I built a visual system using layered geometric forms that echo the concept of a teleidoscope. Shapes repeat, expand, and feel infinite, creating depth and motion while still feeling structured and intentional.

The system is designed to flex, scaling from bold, immersive visuals to more restrained applications without losing its identity. Pattern becomes a core element, capable of carrying the brand across different touchpoints.

This direction brings together both sides of the exploration: expressive enough to feel distinct, while structured enough to work in high-stakes, presentation-driven environments.

Initial concepts: