Hi, I'm Erica Fahr.
I lead creative teams across product, culture, marketing and AI. I’m interested in what gets attention, what earns it, and how technology is changing who gets to make things.
I started with images, as a photographer and photo editor at TIME and The New York Times, finding the frame that could make someone stop and see a story differently.
At Instagram, that frame got much bigger. I worked in machine learning, helped shape the world’s largest social account, then moved from curating culture to creating it, building the brand and global creative for an app used by billions.
Today, at Roblox, I lead teams making work across product, brand and culture, while building AI-powered creative systems that let us make things we couldn’t make before.
Photography taught me to look. Journalism taught me to choose. Technology taught me to scale.
I’d rather make what comes next.

Hi, I'm Erica Fahr.
I lead creative teams across product, culture, marketing and AI. I’m interested in what gets attention, what earns it, and how technology is changing who gets to make things.
I started with images, as a photographer and photo editor at TIME and The New York Times, finding the frame that could make someone stop and see a story differently.
At Instagram, that frame got much bigger. I worked in machine learning, helped shape the world’s largest social account, then moved from curating culture to creating it, building the brand and global creative for an app used by billions.
Today, at Roblox, I lead teams making work across product, brand and culture, while building AI-powered creative systems that let us make things we couldn’t make before.
Photography taught me to look. Journalism taught me to choose. Technology taught me to scale.
I’d rather make what comes next.

Hi, I'm Erica Fahr.
I lead creative teams across product, culture, marketing and AI. I’m interested in what gets attention, what earns it, and how technology is changing who gets to make things.
I started with images, as a photographer and photo editor at TIME and The New York Times, finding the frame that could make someone stop and see a story differently.
At Instagram, that frame got much bigger. I worked in machine learning, helped shape the world’s largest social account, then moved from curating culture to creating it, building the brand and global creative for an app used by billions.
Today, at Roblox, I lead teams making work across product, brand and culture, while building AI-powered creative systems that let us make things we couldn’t make before.
Photography taught me to look. Journalism taught me to choose. Technology taught me to scale.
I’d rather make what comes next.
Selected Works
Selected Works
Lucent
A research tool that visualizes knowledge like a growing tree: organic, branching, and alive. Inspired by the calm clarity of nature, it helps researchers uncover deep connections through intuitive, ambient exploration rather than linear search.
The brand identity, crafted by me, reflects this philosophy: minimal, luminous, and rooted in stillness. A space where discovery feels natural.
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Modulor
A visual design framework that uses programmable grids, abstract glyphs, and structured motion to express brand essence. Rooted in modular design principles, it translates systems thinking into a dynamic visual language—scalable across digital and physical touchpoints.
Role
:
Creative Director
Year
:
2025
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Arvenza
Arvenza is a modern fashion label defined by quiet sophistication and deliberate design. With a focus on minimalism, refined textures, and timeless silhouettes, the brand speaks to those who find power in subtlety.
This visual identity explores veiled clarity — a balance of transparency and restraint. Muted tones, soft layering, and partial concealment reflect Arvenza’s core: elegance, introspection, and quiet confidence.
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Auralith
Auralith is a regenerative AI system designed to safeguard vanishing ecosystems with no environmental cost. As a nonprofit platform, it uses predictive models to identify biodiversity loss before it’s visible, helping scientists and communities act in time.
The identity merges crystalline precision with natural softness—evoking a stone that listens, learns, and protects. We designed the brand with calming gradients, data-driven organic forms, and carbon-neutral principles at its core.
Role
:
Creative Director
Year
:
Ongoing
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Void AI
VoidAI is an intent-aware AI interface that actively chooses when to respond and when to stay silent.
It’s a thinking layer that respects context, emotion, and timing. Like a good collaborator, VoidAI contributes with purpose — surfacing the right insight, at the right time, in the right way.
Its identity is built around contrast: light from dark, meaning from absence, signal from void. It reflects a human way of thinking: calm, precise, aware.
Client
:
Void Ltd.
Agency
:
Varsovia
Role
:
Art Director
Year
:
2023
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Selected Works
Lucent
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Modulor
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Arvenza
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Auralith
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Void AI
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Hi, I'm Erica Fahr.
I lead creative teams across product, culture, marketing and AI. I’m interested in what gets attention, what earns it, and how technology is changing who gets to make things.
I started with images, as a photographer and photo editor at TIME and The New York Times, finding the frame that could make someone stop and see a story differently.
At Instagram, that frame got much bigger. I worked in machine learning, helped shape the world’s largest social account, then moved from curating culture to creating it, building the brand and global creative for an app used by billions.
Today, at Roblox, I lead teams making work across product, brand and culture, while building AI-powered creative systems that let us make things we couldn’t make before.
Photography taught me to look. Journalism taught me to choose. Technology taught me to scale.
I’d rather make what comes next.

Selected Works
Lucent
Byline
A research tool that visualizes knowledge like a growing tree: organic, branching, and alive. Inspired by the calm clarity of nature, it helps researchers uncover deep connections through intuitive, ambient exploration rather than linear search.
The brand identity, crafted by me, reflects this philosophy: minimal, luminous, and rooted in stillness. A space where discovery feels natural.
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