Dream Team is an MA thesis project and speculative brand concept exploring what it would mean to build a product around our inner lives.
Designed in 2021, the project explored the idea of using open source visual AI to turn spoken dream reports into generated videos — at a time when that technology was still being patched together from scratch. The tools I was working with speculatively then are what generative AI does for everyone now.
The work covers brand identity, visual language, product concept, and a competitive research foundation — built around one question: who owns your dreams?
Completed as part of an MA in Visual & Experience Design at the University of Europe for Applied Sciences, 2021.
Dream Team — Speculative Brand & Product Concept
Reflection
Looking at this work now, the thing I'd change most is the visual direction.
The illustrated elements — the character icons, the decorative UI details — work against the product's purpose. If you're asking someone to focus on something as subtle and personal as a dream, the interface should disappear. It should be almost invisible.
If I rebuilt this today I'd go significantly more minimal and technical — stripping everything back to typography and function, and letting the AI-generated visuals do all the expressive work.
The brand would be felt through the quality of the experience, not decorated onto it.