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 :
When I first stepped into the role, I immersed myself in a deep brand analysis to understand the soul of Heat Wave. I explored the brand's vision, its rich history, core values, and most importantly, its audience. What emerged was a brand that pulses with passion, thrives on risk-taking, and embodies raw talent. Heat Wave isn’t just about being active; it’s about embracing the grit and determination that comes with pushing the limits.
To visually capture this essence, I curated a mood board inspired by like-minded brands that share this fearless, boundary-pushing ethos—Oakley, Vans, Volcom, Stussy, and Nike. Their campaigns spoke the same language: energy, passion, and the audacity to go further, to risk it all. I presented this mood board to the Senior Marketing Manager with a clear vision: this would be the new creative direction. He loved it.
With his full support, I rewrote the briefs for a series of upcoming adverts, making sure to articulate the fresh creative direction in vivid detail. Our new approach was rooted in storytelling—authentic, raw narratives that reflect the triumphs and struggles of the active lifestyle Heat Wave's audience lives and breathes. This wasn’t just advertising; it was about creating a bond with the audience, capturing the very spirit of what it means to live on the edge.
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
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 :
When I first stepped into the role, I immersed myself in a deep brand analysis to understand the soul of Heat Wave. I explored the brand's vision, its rich history, core values, and most importantly, its audience. What emerged was a brand that pulses with passion, thrives on risk-taking, and embodies raw talent. Heat Wave isn’t just about being active; it’s about embracing the grit and determination that comes with pushing the limits.
To visually capture this essence, I curated a mood board inspired by like-minded brands that share this fearless, boundary-pushing ethos—Oakley, Vans, Volcom, Stussy, and Nike. Their campaigns spoke the same language: energy, passion, and the audacity to go further, to risk it all. I presented this mood board to the Senior Marketing Manager with a clear vision: this would be the new creative direction. He loved it.
With his full support, I rewrote the briefs for a series of upcoming adverts, making sure to articulate the fresh creative direction in vivid detail. Our new approach was rooted in storytelling—authentic, raw narratives that reflect the triumphs and struggles of the active lifestyle Heat Wave's audience lives and breathes. This wasn’t just advertising; it was about creating a bond with the audience, capturing the very spirit of what it means to live on the edge.
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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