HEIGHTS
SERVICES
ART DIRECTION
BRANDING
WEB DESIGN
YEAR
2024
CHALLENGE
Introducing Smart Probiotic meant creating a distinct identity and compelling proposition for a new product without losing the recognition and credibility established by Smart Supplement. The challenge was to communicate its benefits clearly, create consistency across physical and digital touchpoints, and develop a cohesive launch campaign that connected the new product to the wider Heights offering.
APPROACH
Working alongside the founders and Head of Brand, I helped define the product narrative, brand messaging and creative launch strategy. This informed the product's visual identity, packaging, website experience and supporting campaign assets. From art direction and content creation to email and social communications, the focus was on building a connected launch experience that introduced Smart Probiotic with clarity and consistency.
PRODUCT FOUNDATION
The launch brought together product positioning, packaging, digital experience and campaign creative under one cohesive direction. By establishing a clear visual and messaging framework, we created a consistent foundation for introducing Smart Probiotic alongside Smart Supplement and supporting its entry into the market.
Simplifying Creation. Driving Engagement.
The creative direction extended across every major customer touchpoint, from the physical product and packaging to its presentation online. I helped shape the website journey to introduce Smart Probiotic, communicate its benefits and connect it to the existing product range. Alongside this, I directed the launch creative and developed supporting assets for email and social media, ensuring the product story remained consistent from initial awareness through to product discovery and consideration.
