Arbonne Brand Book
I developed a new creative direction for Arbonne, bringing greater cohesion and consistency to how the brand shows up across every touchpoint. The Brand Book established a shared visual language across identity, voice and photography, with AI-assisted visualization used to explore and articulate the direction before bringing it to life through original production.
ROLE / CREATIVE DIRECTION
SCOPE / BRAND STRATEGY · VISUAL SYSTEM · PHOTOGRAPHY DIRECTION
Building the Brand
The Brand Book translates the creative direction into a cohesive visual system across voice, typography, color, imagery and photography.
Below is a selection of pages from the full Arbonne Brand Book.
The Brand Voice
The brand voice, developed by the Manager of Content Strategy, Erin Humphres, became a foundation for the visual identity. I translated that strategy into a design system that feels confident, welcoming, optimistic, and very Arbonne.
Credits
Erin Humphfres
Manager, Content Strategy
Stephanie Moyer
Director of Marketing