Aromatherapy Associates + Aera / a partnership
Fig. 2
The Aromatherapy Collection. Get in touch to see more or visit Aera ↗
BACKGROUND
This work was completed during my tenure as Creative Director at Prolitec. VP of Marketing Sandra Barvaux lead this work with myself, Candice Holback, Armstrong Pitts Studio, Callie Meyer and more.
I provided creative direction from both a strategic and executional level for the Aera consumer facing brand and our backing Prolitec b2b. While also building the in-house department to handle seasonal product launches, creating more sustainable product packaging and re-branding both Prolitec and Aera's digital creative strategy.
Design issue
This was the first partnership Aera had launched. Because this was our first partnership the usual issues arose…creative management, content creation and strategy was all up for debate and discussion.
Also, unlike the other fragrances Aera typically offers, this collection focuses on the benefits after breathing in these very aromatic and medicinal scents. Therefore, showing how and why you use the scents became paramount in the storytelling. Our partner did not like the idea of focusing on using people to illustrate the benefits because that veered away from their own brand which made their high quality essential oil ingredients hero. Regardless of this fundamental divide, I was able to negotiate over many months with Aromatherapy Associates and get agreement on our brand partnership guidelines for us to use the human form in showcasing the blend benefits. Once all was in agreement, I partnered with Scott Pitts owner of Armstrong Pitts Studio and worked out how we could create ‘cinemagraphic’ solutions for our ever expanding social media campaigns.
This work was completed during my tenure as Creative Director at Prolitec.
Marketing: Natasha Kocharov, Candice Holback Fragrance Product Development: Aromatheraphy Associates, Firmenich, Raymond Matts, Sandra Barvaux Illustration: Jordan Kay Photography: Scott Armstrong Pitts Styling: Callie Myers Design: Joanna Price Production: Juan Moncada Copy: Allison Rusen Packaging Design: Stephen Gould Development: Brian Perry, Vectorform
Password: relax
Visual Language
To strike the right balance between Aromatherapy Associates and Aera I continued showcasing the product in what Scott Pitt’s termed ‘The dutch masters look’. Natural lighting, depth of focus, and the almost film-like quality I achieved by lowering the density of black in the photography. I wanted this aromatherapy collection to have the high-luxury appeal but with casual edge.
