Background
Back in 2017, vaping was still a relatively new and unfamiliar category. blu was one of the brands shaping what it could become, across product, brand and digital. I joined the European team to help bring those worlds together, creating a more consistent experience across markets while exploring how a new category could become part of everyday life.
Client
Fontem Ventures – Blu
Year
2017 / 2018
Team
Art Valkenburg – Head of Digital
Sheri Kruzel – Head of Product
Creative Team
Axel van Weel – Brand Copywriter
Daan Hoogland – UX Designer
Anne-Lotte de Jong – UX Designer
Steven Saunders – UX Copy
Steve Tirbeni – Digital Art Director
Reinoud van Laar – UI / UX Designer
Thijs Wehrmeijer – Packaging Designer
Christiaan Smeenk – UI Designer
Lara Armstrong – Project Manager
As Creative Director, I worked closely with the leadership teams across brand, product and digital to shape blu across the entire customer experience. From campaign shoots and product photography to packaging, digital platforms and new product experiences.
Rather than treating these as separate disciplines, the focus was on building one connected brand. I led creative teams across campaign and content, directed product and lifestyle shoots, evolved the visual identity and tone of voice, and helped redesign the packaging system across the portfolio.
At the same time, I worked with the digital and product teams on blu’s digital innovation strategy, exploring how technology could create new experiences around the product and strengthen the relationship between brand and customer.
The result was a more coherent blu across markets and touchpoints, with brand, product and digital working as one system rather than separate parts.
01. Visionary
Our designs are straightforward. Clean and simple lines with a clear purpose. By making confident choices, we show what we stand for.
Keywords: Clean, Straightforward, Direct, Contemporary
02. Optimistic
Our design is easy to read. Bright colors, plenty of breathing space and clever details that put a smile on your face.
Keywords: Bright, Light, Clever, Crisp, Calm
03. Original
Our design is consistently fresh. Cutting-edge content reflects our bold attitude. We stay true to ourselves, but never stand still.
Keywords: Dynamic, Bold, Fresh, True, Unexpected
Brand Communication Foundation
Brand & Design Wheel
The existing brand was built around “Express yourself in a better way.” I wanted to push blu beyond a campaign line and define a clearer set of principles that could shape how the brand looked, behaved and evolved.
Global Brand Photography
Life in a new light.
Location: Los Angeles
Period: December 2017
How do you make an unfamiliar product feel part of everyday life? We placed blu naturally within real moments, creating a global image library that made the product feel relevant without making it the story.
Social Strategy Manifesting Your Way
Part of everyday life.
Building blu’s digital design capability
I led blu’s digital department in Amsterdam, managing a team of 10 across UX, UI, digital design and copy. Together, we translated the evolving brand identity into a modular, scalable digital design system, using atomic design principles to create consistency across products, platforms and European markets.
Period: December 2017 – August 2018
Skills
Brand Identity Design
Brand Strategy
Brand Storytelling
Creative Direction
Design Direction
Integrated Team Lead
Credits
Agencies
Osudio Amsterdam – Digital and E-commerce
The Corner London – Campaign Strategy
Bain & Company – Business Strategy