Creative Direction
LifeSeasons is dedicated to enhancing well-being through expertly crafted, synergistic herbal supplements. As the creative director, I led the brand through a major visual transformation following a significant re-labeling initiative. My goal was to revitalize the brand's collateral to resonate with our target audience of women aged 45+ in the Western United States, emphasizing an aspirational connection with family and nature. This updated direction built upon our previous taglines, "Nature Works, Science Proves It" and "Live Life to Its Fullest," while transitioning to the new tagline, "Formulated for Life."
I collaborated closely with the CEO, CMO, CSO, and Marketing Communications Director to ensure our brand values—family, nature, and connection—were communicated authentically and elegantly. This involved aligning our new visual identity with the independently designed product labels.
My responsibilities included leading a creative team to launch 25 new products, develop promotional materials for our podcast, and create blog posts, direct mail, and email campaigns to enhance the customer journey. I also designed and copy-edited a 50-page quarterly magazine, created engaging organic social media content, and worked with an agency to ensure our brand's look and feel were consistently represented in our videos.
