The multilayered reality of brand expression #1
Elevating visual storytelling by mastering art direction and brand strategy
Hi internet friends
I've been struggling to share insights from my professional journey, and 2025 feels like the perfect moment to pull back the curtain on my creative process.
As many of you might not know, I’ve worked for some years as an art director in a CGI company, primarily working with beauty and healthcare brands.
My daily work is a thin balance between aesthetics and functionality, mainly about transforming complex technologies into compelling visual narratives. The real magic? Or the real challenge, you name it.
Finding beauty in technologies and products that might initially seem to have zero appeal or are too technical for a mainstream audience.
I developed a true fascination for industrial equipment and the intricate nature of glass and metal compenetration. It's about crafting a visual language that communicates core benefits without stripping away the essence of the product.
ZÜNC Studio / Rains
Over time, my approach to art direction has evolved. I've shifted from focusing solely on aesthetic beauty to developing a more strategic methodology.
Now, my approach is mainly focused on framing concepts that leverage deeper reasons, uncover hidden opportunities, and articulate the tangible benefits a project can deliver.
Today, I want to share a recent project that encapsulates this approach, a multi-brand visualization for premium hairstyle products. A product-centric product campaign that involves different assets and activations throughout the year. Products belonging to different brands, brands that are often inconsistent in terms of their own strategy and brand essence.
In the evolving landscape of any brand expression, we're looking at a radical transformation: the emergence of multi-layering communication that blends physical and digital experiences into a singular, breathtaking narrative.
Digital experiences must transcend screens, becoming tangible and emotionally resonant as sensory journeys that blur the lines between virtual and physical realities.
The screen is no longer a barrier but a portal, inviting users to experience depth, texture, and emotion leading to a profound understanding that modern brand communication is no longer linear or singular.
For this purpose, I’ve decided to create a three-part series to help navigate the topic and get as many resources as possible.
This post: A comprehensive guide to how I developed the strategic framework of the campaign. It includes moods and flowchart sketches that might be useful to summarize the content
Coming soon: A breakdown of the creative concept, from main narrative to light, camera, and composition directions.
For paid subscribers: access to my miro and are.na boards where you can navigate through strategy and concept, accessing all images and references you can download directly from the boards.
But let’s go straight to the brief:
One single campaign focusing on hair essentials for two product segments: professional and premium. It should capture 3 to 6 fundamental products each hairstylist should have with them while preparing for a big event.
Please keep in mind that this concept and strategy were specifically crafted for CGI execution, so you won’t find any talents, the product should shine in its own light (and some post-production obviously). Feel free to let me know if you have any questions, I’ll be happy to expand more on the narrative and storytelling line of the project.
The strategic challenge
Crafting a unified yet distinct brand expression
At the heart of this project was a compelling question:
how can we create a visual system that celebrates multiple premium brands while preserving each brand's unique identity?
Multi-brand packshot example from the web
We were navigating a complex landscape with three interconnected challenges:
1. Multi-brand, multi-asset complexity
Imagine choreographing a visual dance across three to six different products that are not consistent in shapes and labels.
Our framework needed to elegantly accommodate product photography, typography, calls-to-action, pricing details, and brand logos, all while maintaining an elevated aesthetic that respected each brand's spirit.
2. Balancing professionalism and premium luxury
Here's where it gets interesting. We needed to communicate two seemingly contradictory qualities: technical expertise and luxurious aspiration.
Our visual language had to speak with authoritative confidence while simultaneously evoking an aspirational, premium feel.
3. The scalability puzzle
Perhaps the most complex requirement was developing a system flexible enough to work across different markets and partners, yet rigorous enough to maintain consistent quality standards. We needed a framework that was adaptable yet disciplined, complex yet wonderfully simple in its implementation.
The dual archetype approach
At the intersection of art and science
At the heart of this framework lies a sophisticated fusion of two powerful archetypes that shape every visual decision.
The first archetype, which we'll call the Creator-Master, embodies the perfect balance of innovative vision and technical excellence. This archetype speaks with authority and imagination, delivering messages that blend precision with creative expression. Think of it as the master craftsman who not only perfects their technique but constantly pushes the boundaries of what's possible.
The second archetype, the Sage-Alchemist, brings a different dimension to the visual language. This archetype combines deep wisdom with transformative power, focusing on breakthrough discoveries and profound insights. It communicates through a blend of intellectual authority and transformative promise, often utilizing scientific language paired with visionary concepts.
Framing the strategy
Building the visual architecture
The framework's visual architecture is built on four foundational pillars, each carefully crafted to create a cohesive yet dynamic visual language that serves both archetypes and drives naturally to the creative concept, which I will go deeper into detail in the next episode.
The visual expression of the Creator/Master archetype
Evolution through transformation
The first pillar emphasizes continuous transformation through expertise and innovation. This manifests in several specific ways:
Perspective changes that challenge conventional viewing angles
Reflective surfaces that create multiple layers of visual interest
Dynamic camera angles that suggest movement and progress
Fluid transitions that connect different elements within the frame
These elements work together to create a sense of constant evolution while maintaining a premium feel. The key is to ensure that each transformation serves a purpose in the larger narrative.
The visual expression of the Creator/Master archetype
Multilayered reality integration
The second pillar focuses on seamlessly blending physical and digital experiences. This is achieved through:
Dynamic motion that suggests fluid movement between states
Reality blending techniques that merge tangible and abstract elements
Depth exploration that creates multiple layers of visual interest
Subtle lens distortion that adds a contemporary edge while maintaining sophistication
This layered approach creates a rich visual experience that speaks to both the technical expertise of the Creator-Master and the transformative power of the Sage-Alchemist.
The visual expression of the Sage/Alchemist archetype
Sensory engagement through detail
The fourth pillar focuses on creating multi-dimensional experiences through:
High-detail material visualization that engages the viewer's sense of touch
Organic motion that suggests natural flow and movement
Synesthetic approaches that blend different sensory experiences
Macro details that reveal the beauty in precision
The visual expression of the Sage/Alchemist archetype
Professional excellence visualization
The third pillar brings technical mastery and creative vision together through:
Precise technical details that demonstrate expertise
Sculptural, dimensional light that shapes and defines
Contextual props that add depth and meaning
Structured composition that guides the viewer's eye
This pillar is particularly important in maintaining the balance between professional authority and artistic innovation.
Thanks for spending this time with me today, I hope you’ll get a glimpse of my strategic and creative process and of course, you’ll find this helpful.
Less introspective topic than usual but I hope you felt inspired and I’d appreciate it if you could restack or share it so someone else might be interested in my creative workflow too.
See you on the next episode 🚀
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Want to chat? Email her at lbertazzo95@gmail.com
Stay hydrated, see you soon 🦖