The Smiler branding

The Smiler is the world’s first 14 loop coaster.
Not for the faint hearted, it features a series of twisted
psychological effects including optical illusions, blinding lights
and near misses designed to “marmalise” both body and mind.

 
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My primary objective was to create an iconic brand identity, and visual style that capture the mesmerizing and bewildering effects of the ride.

 The identity allows freedom when applied across various formats, the icon can be separated from the name, allowing for more creative executions.

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