Walmart / Well+Good
I created the art direction for Well+Good’s 2022 Waste Not program sponsored by Walmart. I created a custom lockup, color pallet and moodboard. Along with creating the art direction, I also created all of the collateral for it from social assets to editorial and email assets.
My goal was to create an aesthetic that felt earthy and current but in a slightly more abstract and unique way. I incorporated photos of the earth but in a repurposed and filtered way in order to symbolize recycling and reusing materials. I also felt it was important to have a grounded, tonal color pallet and a current lockup typeface elevating the visuals.
Destination
To the left is the hub and main landing page for Well+Good’s Waste Not program sponsored by Walmart.
Editorial
I created a couple of editorial templates to alternate between for this campaign. They were used as the feature images for the articles that were published for this program. I wanted the templates to feel cohesive with the rest of the assets and live nicely together on the landing page.
Social
I had a lot of fun creating the social assets for this campaign. I created a launch post for our Instagram feed as well as an Instagram story. I wanted the animations to feel slightly futuristic while also incorporating the look and feel of the other assets.
I created a launch DE for this campaign as well. I wanted to create something that effortlessly lived with the other assets and would catch subscribers attention in their inbox.
Lockup and Color Pallet
I wanted the look and feel for this campaign to be minimalistic with a lot of key lines and interesting shapes. I liked the idea of using heavily filtered images of the earth along with a current eclectic typeface for the lockup. I aimed to make a basic, tonal, earthy color pallet.