Changemakers / Well+Good
I created the art direction for Well+Good’s 2023 Changemakers program. The 2023 Changemakers program was Well+Good’s first digital magazine issue. I created the color pallet and moodboard along with creating all of the collateral for it from social assets to editorial and email assets. I also created the art direction for the 2022 Changemakers standard issue. You can view it on the Well+Good’s website here https://www.wellandgood.com/changemakers-2022/ .
My goal was for the look and feel to embody what it means to me to be a Changemaker; someone distrupting the wellness industry in a big way. I wanted the ripped newspaper to represent the Changemakers being in the news and spotlight. I aimed to make the color pallet, textures, photography and collage elements feel wellness oriented, organic, grounded and elegant while also having a hint of playfulness.
Destination
To the left is the hub and main landing page for Well+Good’s 2023 Changemakers digital issue.
Editorial
Based off of the art direction, I created editorial templates to accompany the articles published with the program. I used a group of textures throughout all of the assets to maintain consistency.
Social
For the social part of the campaign I created introductory reels for all of the changemakers, a promotional reel introducing the program and an Instagram Story highlighting all of the changemakers. I wanted the design and animation for these graphics to feel clean and spotlight the photography since our team shot it in house. I also aimed to incorporate the consistent design elements throughout.
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.
Moodboard and Color Pallet
The art direction for this campaign incorporated a lot of paper textures like newspaper and half tones to represent the Changemakers being in the news. I also wanted hand writing to be an element to help represent idea creation. You can see how this manifested in the main hub. I also aimed to create a grounded color pallet that felt natural and sophisticated.