rekindling the flame: restoring brand alignment for heat wave
PROBLEM : Heat Wave, a previously satisfied client, had expressed concerns about the current creative direction and were considering alternative options if alignment cannot be achieved.
SOLUTION : Upon joining the account, I conducted a 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. I realigned the creative direction to emphasise storytelling that reflected the challenges and triumphs of their active lifestyle, resonating with their target audience. The new creative approach was immediately approved by Heat Wave’s Senior Marketing Manager, restoring trust and collaboration. 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 new brand guidelines that solidified the new visual identity.
ROLE : Art Director
AGENCY: Wpromote
SOLUTION : Upon joining the account, I conducted a 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. I realigned the creative direction to emphasise storytelling that reflected the challenges and triumphs of their active lifestyle, resonating with their target audience. The new creative approach was immediately approved by Heat Wave’s Senior Marketing Manager, restoring trust and collaboration. 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 new brand guidelines that solidified the new visual identity.
ROLE : Art Director
AGENCY: Wpromote
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