Confidential FMCG Brand

The Challenge:

This brand was undergoing a brand repositioning and needed to unify its digital and print content approach. Previously, their output was fragmented rather than united and strategically led. The brief was to create a centralised, audience-first content strategy that would inform all future storytelling, formats, and campaigns across platforms.

My Approach:

I led a comprehensive content audit, analysing existing assets and identifying strategic gaps across channels. From there, I developed a new editorial strategy, including refreshed content pillars, audience frameworks, and storytelling formats designed to reflect the brand’s evolving positioning and connect with newly identified segments.

Working closely with an Art Director, I brought the strategy to life with new flatlay concepts, visual identities for recurring franchises, and editorial layouts spanning both digital content and long-form print formats. I also created a full suite of supporting materials including strategy decks, content calendars, flat plans, and pitch templates..

The Outcome:

The work received strong feedback from senior stakeholders and is currently being implemented across live projects and a future launch. My frameworks and creative concepts are informing the direction of ongoing content production, helping the brand move towards a more cohesive, high-impact content ecosystem.