Elevit

01Challenge

Elevit's pack design had been developed in isolation, with little direction for off-pack communications. The brief was a clear, cohesive brand world that unites markets globally. One big idea had to bring consistency across every touchpoint. It also had to hold together a portfolio running from Fertility and Menevit to Pregnancy, Breastfeeding, and Baby & Kids.

02Idea

Confident beginnings from the heart. The Loveline is a constant thread weaving together love, in pink, and science, in blue. It supports you through every stage of pregnancy and beyond, into your child's nutritional journey. The Loveline leads a new set of key brand assets, alongside colour, type, iconography and illustration. It animates across motion, and carries through OOH, print, social and pack.

03What I did

I led the creative direction, from initial concept development to presenting to the client. I directed and designed the key brand assets and the brand world guidelines. I shaped how the system works across the portfolio architecture. I also art-directed the illustration, OOH, social and the Loveline animations.

04Craft & deliverables

• The Loveline, weaving love (pink) and science (blue)
• A brand toolkit of colour, type, iconography and illustration
• Portfolio architecture from Fertility to Baby & Kids
• Billboard key visual and street posters
• Loveline animations for motion and social