About
Executive creative director at Koto New York. His brand design work includes rebrands for Amazon, Tripadvisor, Lyft and Bolt.
SourceIn their own words
We built the entire strategy and identity around real people: their words, their photos, their stories.
We freed Ollie from the circle and gave it more personality, more flexibility, more play.
We built the system with the traveller in mind, not the designer.
In a time when everything's being optimised or AI-generated, Tripadvisor's advantage is that it's real.
The new identity had to embody the idea of a 'seamless fusion of the physical and digital worlds'.
The idea of 'stitching' became a powerful metaphor for connection, reflecting not only how Uniqode bridges these two realms but also how it helps businesses craft more meaningful and secure interactions with their customers.
We treat every QR scan like a needle dive: you pierce the surface, slip into a digital layer, then pop back out, threading two realities together in one fluid motion.
Showing that ‘stitch’ instantly explains the connection the tech enables without a word, and adds a crafted, human warmth most QR brands lack.
The typeface is the brand’s most‑seen element, so it had to carry the idea on its own. Off‑the‑shelf options couldn’t show the ‘thread’, so we drew Uniqode Sans from scratch.
We counter‑punched by injecting craft – woven visuals and a custom typeface – to give the square personality.
Articles & interviews
- "Koto and Tripadvisor Redefine Travel Branding with Authentic Stories"
Creative studio Koto has rebranded Tripadvisor to reflect its evolution into an AI-enabled travel planning and booking platform. The new identity emphasizes authenticity, community, and real traveller stories, featuring a refreshed color palette, custom typeface, and a more expressive version of its owl mascot, Ollie. The design system balances warmth and clarity, celebrating real experiences over polished perfection.
- New Logo & Branding for Uniqode by Koto
BP&O features Koto’s rebrand of Uniqode, a QR code platform formerly known as Beaconstac. The new identity uses a 'stitching' concept to symbolize the connection between physical and digital worlds, expressed through modular grids, motion graphics, and a custom geometric sans-serif typeface. The result is a cohesive, flexible system that refreshes the tech brand’s image with clarity and conceptual depth.
- Koto Reinvents Uniqode Brand, Merging Physical and Digital Worlds
Koto’s New York studio has created a new brand identity for Uniqode, a QR code management platform. The identity uses a cross-stitch visual metaphor to connect the physical and digital worlds, supported by a bespoke typeface, Uniqode Sans, and a distinctive digital blue palette. The project aims to humanise QR technology through crafted visuals, motion, and a relatable brand voice.