HRL Laboratories

HRL Laboratories delivers transformative technologies in automotive and aerospace.

As the in-house designer, I was responsible for graphic design and production across social media and marketing materials, signage (digital and print), recruiting support, event booth displays, murals and wall installations, asset management, and product photography in collaboration with the video team.

HRL Brand refresh

Description

HRL’s legacy brand no longer reflected the company’s culture or future goals. In collaboration with a brand consultant and fellow in-house designer, we developed a comprehensive visual identity to update and unify the brand.

Role: Designer
Deliverables: Collaborative moodboard, typography system, gradient system, brand in action examples

Approach

We began by clarifying HRL’s brand foundation and explored visual direction through collaborative mood boards and photography studies.

From there, we translated the principles into a structured system including logo usage, color, typography, photography, and gradients.

I led the development of the typography and gradient systems to bring cohesion across all touchpoints.

A scalable guide balancing HRL’s technical needs with readability and style across digital and print formats.

A modular gradient system designed for consistent application across materials.

Brand in action

2025 Innovation & Development Report

Led creative direction, layout, photo editing, and formatting for print/digital production. The report translated the new visual identity into a polished, forward-looking publication embedded on the company website.

Recruitment Program

Applied the new visual system through brighter colors, increased people imagery, and refined typography to create a more engaging recruitment brochure and flyer.

Linkedin advertising

Using the new brand principles, I designed a refreshed LinkedIn ad set built on clean visuals, product-centered focus and colorful copy.

Working with the Marketing and Communications managers, I edited photos and provided copy in an optimized way to maximize audience engagement.

Results (same budget):

Reduced LinkedIn CPM from $9.71 to $0.60 (94% decrease; well below the $30–$60 average)
Reduced CPC from $6.58 to $0.78 (88% decrease; below the $8–$10 average)

Close-up of a pink computer chip with a grid pattern, on a blue background, with the text 'Smarter heat' in white.

Close-up of an unassembled quantum computer with wiring and components inside a clear acrylic case, with the words "Quantum" and "unwrapped" in colorful text above.

Close-up of a black electronic device with a grid of small square components, illuminated by blue, red, and yellow lights, with the text 'Power cooled' overlaid.

A machine with robotic arms and cables inside an illuminated cabinet, with the text 'Turn light into legacy' at the bottom.

Close-up of three metal blocks on a workbench with the text 'Atom by atom' at the bottom.

Three scientists working on electronic equipment in a laboratory with a dark background, illuminated by focused lighting, with the text "Your next breakthrough starts here" in the upper left corner.