As the Art Director at Flow, I worked with a lean creative team leading all aspects of visual design: branding, packaging, marketing + ecomm, social media + strategy, and stakeholder materials + pitches. I also oversaw photo and video campaigns from inception, lead long-term, large-scale projects like convention direction, partnerships, and web migration, and worked toward evolving visual language for the brand.
Photo Direction
A unique design problem for a tetra-pak water company: how do you make the brand feel like water, when you can’t see the contents of your packaging? I experimented with different on-set directions to establish consistent palette, lighting, propping, and careful edits in post that felt like Flow water: smooth, clean, and refreshing.
Branding
with a Lifestyle focus
Spring 2023:
Flow Vitamin-Infused Launch
Campaign photographyDigital hero
Retail signage
Role: Packaging, Campaign concept + execution, Photo direction + editing, marketing materials, 2D and 3D illustrations
(Packaging)
Summer 2023 Campaign:
Earth-Powered Hydration
Role: Art Direction (photography, graphic design + illustration, strategy)
EARTH DAY 2023:
Water For You and the Planet.