Working within an established brand's style guide is a different discipline to building from scratch: every creative decision has to hold up against what already exists. The Natural Air range had a particular added challenge: it's a sensory product. Scent doesn't translate through a screen. The campaign had to make people feel something before they could smell anything.

As i did with all freelance projects, I started by sitting with the brief and the brand guidelines properly: what the brand was projecting and specially their goals with their new launched product, and why.

The visual direction I landed on was atmospheric rather than product-forward. The palette drew from the botanicals in the range: eucalyptus, citrus, the greens and warm whites of natural ingredients. Typography stayed airy, compositions felt open and a little loose, more like a lifestyle moment than a product shot. The visual goal was to evoke a feeling first and let the product follow. So i followed suit in my design.

I then built that system across every format: social carousels, web banners, EDMs, motion graphics, and a launch video. Each format has its own logic and constraints, but every piece needed to feel like part of the same campaign:which meant deciding on a solid concept before designing the individual assets.

• Social media carousels across platforms

• Web banners and EDM templates

• Motion graphic explainers

• Launch video

• Full visual campaign system for the product range

This brief, cohesive multi-format campaign launched on time and on brief. The deliverables were well received for their fun, colourful, and airy execution. They were particularly praised for the motion reel and Instagram post, which I enjoyed creating and shared on their socials on a temporary campaign basis for their launch. The product is now in stores.