Prowaken
E-commerce direction, art direction, and launch assets for a cold-plunge and wellness brand.
- Role
- Creative Director / Lead Designer
- The brief
- Translate industrial hardware into a serene consumer lifestyle brand with limited existing assets.
- What changed
- A cohesive visual language around water, recovery, and tactile simplicity for the site and campaign work.
- Platform
- E-commerce, acquisition creative & social
The Starting Point
The existing identity and supplied imagery gave the project a solid foundation. The work was in finding what else that foundation could become.
Expanding the World Around the Product
The supplied photography became the material for a much broader image library. New environments, architecture and moments of daily ritual gave the product more of a world to live in, while staying grounded in the visual language Prowaken had already established.
Putting the Visual World to Work
That expanded library informed a redesigned e-commerce experience and an ongoing stream of campaign creative. The website gave the product story room to unfold, while campaigns could move between product features, daily ritual and the broader idea of feeling fully alive.
Prowaken gave me another chance to keep developing an image-making process I’d started on other projects. Beginning with a relatively small set of assets, I could build a broader world and put those images to work immediately across the site and campaign creative.
