The network for creativity
Join 1.25M professional creatives like you
Connect with clients, get discovered, and run your business 100% commission-free
Creatives on Contra have earned over $150M and we are just getting started
Back to feedPost
The network for creativity
Join 1.25M professional creatives like you
Connect with clients, get discovered, and run your business 100% commission-free
Creatives on Contra have earned over $150M and we are just getting started
Trending
retrofuturism
Share your favorite designs from the past exploring the distant future. Or your own take on the aesthetic 🚀
halftone
Dots. Texture. Grain. Let's see your designs using the halftone technique.
Midjourney
Creatives are showing off what they're making with Midjourney.
colorgrade
Video editors sound off: How do you enhance the mood of your video in color grading?
Related posts
I believe the best tutorial is one where you show your decisions and explain them to your viewers, instead of just presenting a finished result.
I started with a slide that already has the right to exist. And every time I want to fix something, I ask myself, "WHAT IF" and test the result. Each small change isn't random. It's connected to the one before it.
By the end, the slide hasn't just been decorated; it's been rebuilt with intention.
Presentation design isn't about making things look nice. It's a chain of small, deliberate decisions that turns a slide people glance at into one people actually understand.
Watch the finished video:
View the video
New CPG products enter categories where visual competition is already intense.
For BETWN, I wanted to explore a simple question:
What if recognizability was designed into the product from the beginning?
Rather than relying on louder packaging or excessive visual cues, the concept was built around a distinctive physical silhouette, controlled color system, and consistent visual identity.
The product became the foundation of the entire creative system.
I established the product identity first, then built the visual world around it:
PRODUCT → DESIGN SYSTEM → CAMPAIGN → RETAIL
The goal was to make BETWN recognizable across different contexts without repeatedly reinventing the brand.
The same product was tested across:
Product photography
Lifestyle environments
Editorial compositions
Refrigerators and coolers
Crowded beverage shelves
The retail environments were particularly important.
A product doesn't exist on an empty background in the real world.
It has to compete with everything around it.
So the final test was simple:
Can you still recognize BETWN when it's surrounded by other products?
AI was used as the production layer rather than the creative direction.
Your homepage hero shouldn’t make shoppers decide between everything you sell.
I simplified this hero around one clear product, one value proposition, and one primary CTA instead of competing product visuals.
Less cognitive load. Clearer path to purchase.
Clarity → action → higher CR.
