PROBLEM : Heat Wave, a client previously satisfied with WPromote's creative output, expressed dissatisfaction and threatened to discontinue services due to misaligned creative direction.
SOLUTION : Upon joining the account, I conducted a comprehensive brand analysis. This included understanding Heat Wave's vision, history, core values, and target audience. This analysis revealed the brand's essence: passionate, risk-taking, and raw, pushing boundaries and embracing the "dirt" associated with their active lifestyle. Existing creatives were assessed, and I developed a new creative direction that aligned with the brand's core values. This new approach emphasized storytelling that showcased the challenges and triumphs of Heat Wave's ideal customer, fostering an emotional connection with the audience. The new creative concepts and visual treatments were presented to Heat Wave's Senior Marketing Manager, resulting in immediate approval and a renewed positive relationship.
By strategically aligning creative output with Heat Wave's brand essence, trust and collaboration were restored. The new creatives resonated with the target audience, generating high engagement and click-through rates. The success of the creative refresh led to the creation of fresh brand guidelines that solidified the new visual identity.
ROLE : Art Director
AGENCY: Wpromote
SOLUTION : Upon joining the account, I conducted a comprehensive brand analysis. This included understanding Heat Wave's vision, history, core values, and target audience. This analysis revealed the brand's essence: passionate, risk-taking, and raw, pushing boundaries and embracing the "dirt" associated with their active lifestyle. Existing creatives were assessed, and I developed a new creative direction that aligned with the brand's core values. This new approach emphasized storytelling that showcased the challenges and triumphs of Heat Wave's ideal customer, fostering an emotional connection with the audience. The new creative concepts and visual treatments were presented to Heat Wave's Senior Marketing Manager, resulting in immediate approval and a renewed positive relationship.
By strategically aligning creative output with Heat Wave's brand essence, trust and collaboration were restored. The new creatives resonated with the target audience, generating high engagement and click-through rates. The success of the creative refresh led to the creation of fresh brand guidelines that solidified the new visual identity.
ROLE : Art Director
AGENCY: Wpromote
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