NATURE MADE REVOLUTION
Art Directing one of the biggest media events in Nature Made's history wasn't easy. There were client concerns to navigate - needing to make a big splash internally ... PR concerns - needing to attract a savvy media crowd that is solicited by much bigger, flashier brands ... Brand concerns - needing to make these new products hip and young, but still operate withing Nature Made's brand style, an aging look that was in the middle of a facelift.
So, when the concept chosen was a maroon wave, we rode it. We introduced the idea of descriptive words in the invitation by creating word bubble magnets, and created entry art that mirrored the invite's magnets. Carrying the heavy brand color into a small space and making it feel light was plan number one. Instead of banners and stands, I chose to use non-permanent FotoFab wallpaper to own the space and allow the design to be fluid and interconnected. Just as the wave flowed through the envelop and long brochure in the invitation, the room design was connected by the wave that never ascended past three feet from the floor, keeping the color from becoming overwhelming and oppressive. Three designated product areas were chosen based on the maximization of flow and open space and a central, speaker area was designated - all were worked into the wallpaper design and wall corners and open space were considered in every aspect of design layout.
Guests enjoyed taste sensations that matched the products' key qualities such as sorbet for melts, powerfully flavored bon bons for minis and fruit flavored cocktails for gummies. The event drew a great crowd, even some big names, and the client was exuberant with the creative and the turnout. If I can make my client shine, I always feel I've done a great job.