Established in Fall 2024, The Critical Matter group at the MIT Media Lab envisions a future for design that goes beyond the mere application of technology. Instead, it seeks to use technology in more critical and transformative ways— sparking the imagination, provoking conversation, enhancing perception, augmenting social interaction, and empowering voices that have not been heard.

As a founding member of Critical Matter, I led the brand direction for our Instagram presence from the ground up through planning and executing both our debut and admissions campaigns. I translated our experimental, thought-provoking identity into a cohesive visual language through designing a wide array of original graphics. In just two months, these initiatives reached over 13,000 accounts and gained more than 1,000 followers.