Rebrand Announcement Campaign Photography
Client: Danon Light + Fit
Project Overview
As a brand centered on female empowerment, Light + Fit rebranded with a fresh new look that included updated packaging. As Lead Art Director, I was responsible for developing the visual direction of the campaign photography, which announced the rebrand to the world. The assets were designed to be versatile and impactful across the brand's entire digital landscape, from PR to social media, while aligning with the brand’s mission and aesthetic.
Creative Approach
The campaign incorporated Light + Fit’s iconic purple, alongside forward-thinking lime green accents, symbolizing the brand’s evolution and its commitment to a bold, vibrant future. My role focused on maintaining this visual consistency across all assets:
Campaign Photography: I led the creative direction of a series of photoshoots, collaborating with a female photographer and a predominantly female team. This approach reinforced Light + Fit’s values of female empowerment, not only in the message of the brand but also in our production process. The imagery was designed to showcase the refreshed packaging in everyday, empowering settings, helping to connect with the brand’s target audience.
Digital Asset Development: The campaign visuals were crafted to be adaptable across multiple platforms, ensuring a cohesive look for the website, social media, and PR. The color scheme and photography emphasized a modern, health-conscious lifestyle, in line with Light + Fit’s updated brand identity.
Results
The rebrand announcement was a success, generating significant buzz around Light + Fit’s new look. The campaign photography, with its bold use of purple and lime green, became a signature visual element across the brand’s digital channels. By working with a female-led team, we upheld the brand’s empowerment values, creating assets that not only elevated the product but also resonated deeply with the brand’s female audience.
Agency: Stone Strategy Design
Photography: Lauren Jones
