Women’s Wellness Campaign

Challenge

An agency concept wasn't landing. The visual system lacked cohesion and the emotional resonance women expected from the category simply wasn't there.

Solution

Stepped in and owned it — identity, campaign, and art direction from concept through execution. Rebuilt the design system from scratch, rooting it in brand color with soft organic shapes and a bold category-specific purple pulled directly from product packaging. Directed photography featuring spirited women at every life stage alongside pharmacists and beauty advisors, bringing real warmth and credibility across in-store, social, digital, email, OLV, and branded merchandise.

Impact

A significantly stronger, well-received design system that connected across the full customer journey and set a new bar for how the category showed up at Walgreens.

Role: Art Director

Photo credit: John Hayne