LUKE PERSIANICreative direction & experiencesCLEVER
MISCHIEF ↗
CREATIVE DIRECTION · BRAND · INTERACTIVE EXPERIENCESLOS ANGELES / 2026

From idea
to experience.

I take ideas from concept to identity
to working experience.

See what that
looks like
SELECTED WORK

Three ideas.
Three very different ways in.

01 — 03
01

Denbo

BRAND STRATEGY · IDENTITY · PRODUCT DIRECTION

Make room for each other.

Brand and product redesign for life at home.

Explore the brand & demo ↗Public brand experience · App in development

Daybrain → Denbo

Original app → redesigned prototype

BEFOREDaybrainOriginal app
Before: Daybrain home dashboard, dark purple panels with events, tasks, and groceries
AFTERDenboLuke’s product prototype
After: Denbo’s Our den screen with forest-green identity, a communication entry point, today’s plans, and a shared household board

Home becomes “Our den”: the daily overview shares a place with household notes, small gestures, and an invitation to communicate.

Prototype shown with sample data. Tap either screen to enlarge.

THE CREATIVE DECISION

Make household coordination feel like a shared home: a new name, a warmer voice, and a visual system built around the den.

FROM PRODUCT TO CAMPAIGN

Please don’t
feed the tension.

An enormous bear. A sofa with very little room left. The unspoken problem becomes impossible to ignore.

Creative direction & campaign concept
Please don’t feed the tension: a huge, awkward-looking bear squeezed onto a tiny green sofa, above the Denbo logo
Denbo / Please don’t feed the tension / Campaign concept

My role Naming · Brand strategy · Product & interface design · Campaign direction

Explore more of the Denbo design

A home, down to
the little things.

Shared notes, thoughtful task language, and familiar household tools carry the identity beyond the opening screen.

Denbo shared board with pinned notes, a household photo, and tasks
Our boardUseful reminders and small gestures in the same shared space.
Denbo task screen: The little things. A shared list. No keeping score.
The little thingsTask language that puts cooperation at the center.
Denbo More screen with Notes, Money, Household inbox, and Following
The rest of homeExisting utility, brought into a consistent visual system.
ONE SMALL INTERACTION

Being heard
is a useful action.

A response that acknowledges receipt without demanding an immediate solution. Try the interaction.

ILLUSTRATIVE INTERACTION · NOTHING IS SENT

“I’m tired. Could you please take care of the dishes tonight?”

A little acknowledgment. Room to breathe.

My contribution Naming, positioning, product experience design, interface and visual direction, brand language, and the public brand experience.

Collaboration Working with Blake Williams and Robert on the existing Daybrain foundation. Screens shown here document my Denbo product-vision prototype; the public brand site is a separate experience.

Next projectHouse of Poe ↓
02

House of Poe

WORLD BUILDING · INTERACTION · VOICE

Don’t just hear the story.
Enter it.

Turn a collection of readings into a place worth getting lost in.

Enter House of Poe ↗Live interactive listening experience · Audio is optional
An atmospheric Victorian study with a fireplace, writing desk, and portrait of Edgar Allan PoeTHE STUDYThere’s a story in this room.Step inside ↗

Curiosity becomes
the interface.

The idea

Let listeners discover Poe’s words through objects, rooms, and atmosphere. The recording becomes a reward for paying attention.

The decision

Give the audience somewhere to wander. A study, a discovery, a journal: familiar objects make a literary world feel tangible.

My contribution Experience concept, creative direction, narrative structure, interaction direction, and original narration.

Try it Explore the Study, discover The Raven, start a reading, and follow your curiosity into another room.

03

Book Crush

GAME CONCEPT · AUDIENCE · CHARACTER
A LITTLE PUZZLE. A LITTLE CHEMISTRY.

One more match.
One more chapter.

A romance-inspired match-three game built around the pleasure of collecting books—and the characters inside them.

Explore Book CrushComing soon to the App Store
Book Crush character and romance world concept artwork
Book Crush / Character & world artwork

Know the audience.
Protect the play.

The idea

Bring the BookTok romance fantasy into a familiar puzzle loop. Make each fictional book a collectible, and each host part of the experience.

The decision

Use playtesting to reduce the noise: shorter scenes, a clearer board, and fewer, stronger voice reactions. Give the fantasy room to land.

My contribution Original concept, audience positioning, creative and game direction, character performance direction, and playtest priorities.

In progress Preparing for the mobile launch, with a focused presentation and a more selective voice system.

AND A FEW OTHER INSTINCTSPLAY · COMMUNITY · CHARACTER

Follow the
strange little impulse.

Small experiments.
More ways to make an idea tangible.

THE PERSON CONNECTING THE DOTS

Luke
Persiani.

I think in worlds.
I care about the way people enter them.

I’m a Los Angeles–based creative, actor, filmmaker, and audiobook narrator, and the founder of Clever Mischief. My work connects brand, performance, storytelling, and interactive design.

Performance taught me to pay attention to timing, tone, and the audience. I bring that same attention to a product’s first interaction, a brand’s voice, or the moment a game earns another play.

I use AI-assisted tools to make ideas tangible, test them, and refine them. My focus is the creative judgment: what the experience should be, how it should feel, and what to leave out.

More about Luke ↗
FIND THE HUMAN IDEA.GIVE IT A WORLD.MAKE IT WORK.
CREATIVE DIRECTION · BRAND · INTERACTIVE EXPERIENCES

Let’s make
something matter.

lp@lukepersiani.com ↗

Open to creative direction and brand experience roles.
Los Angeles · Remote collaboration