Alba Botanica is a modern-day beauty brand, that enables young women to bring natural beauty and vitality to themselves and their world. A brand that believes in planting your path to a more beautiful future – for her and the planet at large with their plant-based and cruelty-free products. With this in mind, we launched a new digital campaign called “Future Beautiful,” which focuses on how our choices today can positively impact tomorrow. This campaign focused on topical moments throughout the year relevant to our audience that aligned with our goals of personal empowerment and the future of our world.

I worked on creating a campaign identity with the creative team that would work across all digital and social channels, based on the existing Alba Botanica brand with a modern and fresh lens. We pushed to encapsulate the tone of our campaign; positive, contemporary, vibrant, and energizing. We pushed their use of yellow to connect back their packaging as a key brand signifier and it is used as the primary color across this campaign. Helvetica Neue Extended was our primary typeface because it connected to their current use of Helvetica Neue on their packaging, but the wide variant allowed us to play with variation even within the same font family. We also found ways to play with the leaf icon from the Alba Botanica logo in animation that felt clever when used in videos and social.

In addition to creating the campaign identity, I worked closely with the creative team during pre-production, shoots, and post-production to create the world of Future Beautiful as we had imagined. I designed and oversaw the creation of deliverables for the campaign to ensure consistency across all channels and collaborated with production on finalizing deliverables for release. We created an image library, online videos, social posts, display banners, audio, and social gifs.