©
2024
Challenge
Nature's Bounty needed to evolve beyond its legacy positioning while maintaining brand equity with existing consumers. The directive was clear: shift from product-centric messaging to human-centric storytelling that celebrates the diverse ways people pursue wellness.
Strategic Direction
Working closely with the brand team, I established a visual tone to express humanity authentically using warm and expressive faces, bodies in motion, and intimate gestures all with a focus on a diverse range of genders and ethnicities in the core demographic of 35+.
Color became our most powerful recognition tool—the brand owned green in a contemporary way, using a vibrant spectrum that felt fresh and optimistic. Natural neutrals grounded the palette, celebrating skin tones, sunlight, and the authentic beauty of human connection.
Role
I was tasked with developing Meta ads to run alongside the primary campaign launch assets. To maximize budget while maintaining visual continuity I curated a comprehensive stock photography library. Each image was carefully selected to advance our narrative of human diversity, physicality, and emotional resonance.
Partnering with a retouching studio, I ensured visual cohesiveness across all assets—balancing the warmth of authentic moments with the elevated, contemporary aesthetic the new brand demanded. The result was a suite of social ads that felt both accessible and aspirational, inviting consumers to see themselves in the Nature's Bounty story. Collaborators: The Lab, retouching.
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