Concepts

Role | Graphic Designer

Scope | Social media campaign concepts · Instagram feed and Stories · TikTok formats · Art direction · Visual identity for digital · Moodboard and creative direction

Brand details withheld under NDA.

A concept developed for a major UK health and beauty retailer, exploring how an established heritage brand could connect with Gen Z and Gen Alpha.

The challenge wasn’t awareness. The brand was already part of family life, familiar to parents and grandparents alike. The opportunity was to shift that perception and make it feel relevant to a younger generation with endless alternatives competing for their attention.

I developed a social-first creative direction inspired by the visual language of the platforms themselves, combining maximalist layouts, Y2K references, bold typography and illustration. The concept explored how these elements could translate into a distinctive, flexible content system for TikTok and Instagram, giving the brand a more contemporary way to show up in young people’s feeds.