Visual Harmony – Protozi Agency

01Phase ⁄ Briefing

— Jun 3, 2024 · Creative brief

A new market needs a new point of view.

Harmony Inc. had operated in the US wellness market for three years with a loyal, regional customer base. The expansion into the European market meant competing against local brands with deeper cultural roots and a visual language already calibrated to their audience.

01

IMG_0001 · 4500×2800 [ PLACEHOLDER · IMG ]

Before any creative work, we needed to understand what the European wellness customer expected — and what they'd already tuned out.

Market research sessions8

Competitor visual audit24 brands

Cultural trend mapping2 markets

Creative brief1 doc

02Phase ⁄ Research

— Jun 10, 2024 · Market + cultural mapping

What the market has, and what it lacks.

Three weeks of cultural and visual research: European wellness brand aesthetics (predominantly clean, clinical, Scandinavian-influenced), customer sentiment analysis across key platforms, and a cultural moment audit to understand what was resonating in 2024.

The gap was clear: almost every competitor was optimizing for 'calm'. Calm as a visual strategy — white space, soft tones, minimal type — had become so dominant that it was invisible. The opportunity was warmth with intelligence.

"Every wellness brand looks like a hospital trying to be a spa. None of them look like a person." — Research synthesis ⁄ Week 03

03Phase ⁄ Concept

— Jun 24, 2024 · Visual concept

Human warmth as a competitive position.

Three visual concept directions developed, each interpreting 'warmth with intelligence' differently. The selected direction centered on human presence — actual faces, real textures, natural light — paired with an editorial typography system that gave the content authority without distance.

The concept was tested with 30 target audience members across two cities before visual production began. Unprompted responses included: 'real', 'grown-up', 'like someone who actually understands this'.

3concepts

Developed

1axis

Human warmth

2markets

Tested in

04Phase ⁄ Art Direction

— Jul 15, 2024 · Photo + content direction

Direction is a conversation, not a command.

Art direction for a three-day photo shoot across two locations. Shot list built from 60 content requirements; casting for 8 featured people based on character, not type. Every reference image accompanied by a brief that explained the feeling being sought, not just the visual.

Day two: the morning light at location one was unlike any reference. The team made the call to change the entire morning's shot list on the spot. The resulting images became the hero assets of the campaign.

04

IMG_0004A[ PLACEHOLDER · Image A ]

04

IMG_0004B[ PLACEHOLDER · Image B ]

Shot list items60

Featured cast8

Shoot days3

Locations2

05Phase ⁄ Production

— Aug 5, 2024 · Content build

A content library built for a year, not a launch.

Post-production across four weeks: 180 final images selected and retouched from 2,400 shot, a 60-second hero campaign film, 24 social-format cuts, a campaign typography and layout system, and a content calendar template for the first quarter.

Every asset categorized and tagged by campaign theme, platform format, and product association. Built to be used by the internal marketing team without a designer in the room.

05

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Final images selected180 / 2400

Campaign film60s + cuts

Social assets24 formats

Content calendarQ1 template

06Phase ⁄ Wrap

— Sep 2, 2024 · Final delivery

Delivered to be used, not archived.

Final delivery structured around a creative handover guide: usage principles for the campaign assets, color and typography specifications, a do/don't reference for the photography style, and three months of scheduled content mapped to the brand calendar.

The European launch campaign ran for six weeks from October. Brand awareness in the target demographic increased 33% in the first quarter, measured by independent tracking study.

06

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Creative guidelines1 doc

Content library220 files

Q1 content calendar12 weeks

Brand trackingCommissioned

Visual
Harmony Case · Nº 010

Direction
is a daily
decision.

A new market needs a new point of view.

What the market has, and what it lacks.

Human warmth as a competitive position.

Direction is a conversation, not a command.

A content library built for a year, not a launch.

Delivered to be used, not archived.

The result,
by the numbers.

Directionis a dailydecision.

A new market needs a new point of view.

What the market has, and what it lacks.

Human warmth as a competitive position.

Direction is a conversation, not a command.

A content library built for a year, not a launch.

Delivered to be used, not archived.

The result,by the numbers.

Direction
is a daily
decision.

The result,
by the numbers.