Ghost, Snap AR’s accelerator program, was created to push the boundaries of AR innovation. Play was tasked with a rebrand, the goal was to position Ghost as a leader in AR, showcase creators’ work, and attract top talent. The new identity needed to adapt across physical, web, and AR contexts, embracing movement and dimensionality while balancing Snap’s ecosystem.
A custom typeface, designed with Displaay, shifts from bold to subtle, reflecting the brand’s versatility. A layered design system highlights AR’s evolving nature, and the website, featuring bespoke illustrations and narratives, elevates creators’ achievements while inspiring the next wave of innovators.