MY ROLE:
Brand Design, Brand Strategy,
Campaign Concept Development,
Art and Creative Direction, and
Illustrations.
FILMS CREDITS:
AGENCY: Walker Agency (UK)
PHOTOGRAPHY: Double Exposure
Photographic Studio
VIDEOGRAPHY: Thin Reel Media Ltd.
STYLING: Pip Silvers
MOTION GRAPHICS: Chris Moore
BRAND:
Herbalife H24 in 24
BRIEF:
Revitalise Herbalife's H24 product line with a "H24 in 24" initiative for 2024 to expand reach and become a top 10 sport brand in Europe within 2 years.
APPROACH:
Addressing current challenges, we will update H24 product training, fill gaps in the product range, resolve pricing issues, and enhance athlete sponsorship effectiveness across countries by providing distributors with tools to position H24 effectively.
Revamp H24 in 2024 with new marketing, training, branding, products, and pricing. Showcase H24 at major country and regional events throughout 2024 (Kick Off, Spring/Summer events, Extravaganza).
While Herbalife's core products initiate weight loss, H24 elevates performance. Previously, the dark, gritty aesthetic and sports models made it seem exclusive to athletes, disconnecting it from a younger audience.
To break this perception, we focused on movement instead of faces, avoiding dark, gritty aesthetics and unrealistic models. We created short, bite-sized content that clearly demonstrated our products' features and benefits, keeping it product-centric to effectively communicate H24's value proposition.
