Science-Backed Eyewear Category Launch | ROKA

ROKA is an independent performance eyewear brand known for blending cutting-edge sport performance technology with everyday style. In partnership with Dr. Andrew Huberman of The Huberman Lab podcast, ROKA launched a new category of red lens eyewear designed to block blue and green light—supporting better sleep, improved mood, and reduced stress.

I led the art direction and design for the digital launch experience, crafting a cohesive and educational web journey that spanned the homepage, landing page, collection, and product detail pages. My focus was on blending scientific credibility with accessible storytelling and sleek, performance-driven design.

The visual direction and assets created for the web experience became the foundation for the broader campaign, informing creative across email and social media channels.