For all the hubbub, Magic Leap has hardly said anything publicly about that they are doing. Discounting what has happened in the last week, they haven't released a video for over a year. The last official post by them was in January. Most of what we hear about Magic Leap comes from funding rumours, hiring announcements, small and often misleading leaks, and the occasional post from folks under NDA. It is hard to argue that much of this communication was targeted at consumers. It was, for the most part, to help secure funding and to aid hiring.
That has all changed. They released two "stories" on their new website last week. Prior to this they had seven total. After a year long drought, they released a new video with the promise of part two coming soon. They have changed their logo across all media platforms. They have been actively responding on Twitter and even more so on Facebook. And of course they have completely redesigned their website.
Their marketing has changed and they are finally starting to talk to consumers.
This all points to a reveal coming soon
Their new website has a core focus on reintroducing themselves. They are offering mailing list that is the start of building a conversation with consumers. Unfortunately, the video they released along side this redesign is about as generic a marketing video as they come. It seems they want to start the conversation but are not quite ready to spill the beans on their technology yet. This puts the marketing team in a tough position. They want to build the tone of this company so when they do finally reveal what they have been working on, they have a brand identity to work with.
The iconography they are using is consistent and strong. I imagine we see a lot more of this in the near future. This playful and colourful tone is the image that Magic Leap wants consumers to associate with them and for the first time, they want consumers to take notice.
A reveal is almost certainly just around the corner.