OMATAANIMATIONART DIRECTIONBRAND DEVELOPMENTPHOTOGRAPHYSOCIAL MEDIAVISUAL IDENTITY
The Outcomes
This project demonstrates my ability to develop a brand and carry its character through images, words, and modern communications channels. I combined creative direction with hands-on production, creating much of OMATA's content myself and learning the rendering and animation tools the work required.
Giving the brand a character
I founded OMATA to make a different kind of cycling instrument. The OMATA One combined a mechanical dial with digital sensing and ride recording. Its appearance, the movement of its needle, and the experience of reading it were central to the product. I carried that attention into the way the company presented itself.
Social media gave me an ongoing place to develop that character. Photographs, short pieces of writing, product studies, and animations could each show a different aspect of OMATA while sharing a recognizable sensibility. The relationship between the instrument, the bicycle, and the pleasure of riding gave the work its subject.
Creative direction and hands-on production
I shaped the brand and created much of its content myself. My work crossed photography, image selection, writing, 3D rendering, and animation. I learned rendering and animation with Cinema 4D at the center of the toolchain, using those techniques to show details and movements that were difficult to photograph.
That combination of direction and production mattered. I could develop an idea for an image, make it, and consider how it read alongside the rest of the company’s communications. Product knowledge informed the imagery; the imagery expressed the care, curiosity, and affection for instruments that I wanted people to associate with OMATA.
A voice across posts
A social feed builds an impression through repetition and variation. A close view of a dial, a bicycle on the road, a product rendering, and a few lines of copy all contribute to how a brand feels. My work was to give those individual communications a common voice while keeping them interesting to look at and read.
OMATA Social Media represents a sustained part of my work as a founder: developing a brand’s character and expressing it through the images and communications people encounter every day.
View the OMATA Instagram photo archive
This chronological sequence brings together 784 photographs from OMATA’s Instagram archive, dated 2015–2025. It includes activity after my time leading the company, which ended in 2022. The sequence runs for three minutes and sixteen seconds at four photographs per second.