Christine Piolet - ASPIRE Brand Refresh

Timeline

Periodic between September 2024-March 2025

Tools Used

Photoshop, Illustrator, After Effects, Figma

Skills & Practices

Branding, Digital Ads, UI Design

In the fall of 2024, ASPIRE wanted to bring some new energy to their brand online by redesigning their Amazon shopping page, social media profiles, and eventually the website. The team endeavored to transform the brand from something that feels medicinal and tired, into something that is still health focused, but also playful, colorful and vibrant.

This change was made the hopes of attracting more younger buyers all while still maintaining their connection to their current, older aged audience.

Note: This page is still being edited.

The first aspect of this was defining a new way of using color and text within the brand. The brand typeface, Mr. Eaves, was a very formal, minimal typeface, and often lacked presence in the graphics it was used in. It was perfectly legible, and fit a healthy aesthetic though. It just needed a little "lift", so to speak.

That lift came in the form of a variable, wide typeface that played with a more relaxing feeling, and that contrasted beautifully with the formal structure of Mr Eaves while providing a bit of personality.

To further the effect, I created more motion with the addition of wavy, flowing use cases for type. In order to maintain an un-extreme but impactful feel while providing some play and excitement; loose, wavy forms and lowercase letters are intermingled with imagery, and subtle photo effects that highlight the product well and bring consumers into a comfortably energized world.

The brands digital colors were often just the colors from the packaging. While the packaging colors stood out in real life, they appeared mostly dull and washed out in digital materials. We sought to create a new digital color palette and use case ruleset that was refreshingly bright, so that ASPIRE's online presence could be enhanced.

These stylistic explorations and subtle changes in the way the brand presented itself were compiled into the companies first official brand guide; which I designed, and which is currently being used by partnering agencies and studios to make emails and advertising materials for ASPIRE.

Brand Guide