Vita Liberata
Art Direction
the brief. Vita Liberata had been struggling to create engaging, aspirational campaign imagery that sets them apart from their competitors. They wanted me to explore ways of improving the brands visual identity across all channels. This has been an ongoing project during my time there.
the process. I began by determining their target audience as this was unclear. Vita Liberata’s tone of voice alluded to a younger demographic but I discovered that it was in fact, an older audience (40-60 yr old women) who were loyally buying their products. The other missed opportunity I noticed was that all of Vita’s imagery reflected warmer weather. Very aspiratonal, but not realistic. I developed a plan for Autumn/Winter and festive photography.
the result. This elevated style of photography has garnered positive feedback from internal stakeholders and retailers who feel the seasonally appropriate imagery is more story telling and authentic for the brand.