Role: Art Director

MasterClass embarked on a rebrand in 2020, and I served as an in-house art director, providing design and photography feedback to our partner agency Gretel. I worked closely with Gretel on many of the design elements, as well as all of the imagery and photography.

The design language reflects the brand’s sophistication and best-in-class offering while allowing the spectrum of instructors’ unique personalities to come through. The identity is tailored to the offering: a cinematic, unified platform that opens up to a colorful variety of top-tier instruction within. A modern secondary color palette allowed flexibility while keeping focus on the main brand identity. The system was designed to flex across all touchpoints, including digital, print, and out-of-home. And the photography direction pushed for more intimate moments, giving the viewer unprecedented access to their heroes.