Context
A freelance project that I had the pleasure of participating in, Emma, undergoing a new visual positioning and tone of voice, called me to redesign some screens in order to serve as the north for all this change. Together with the canvases I worked on the structural provocation of the design system.
Strategy & Insights
The redesign of the brand's language brought with it great cultural challenges that were very common within the company. With an advertising language more focused on sales needs, it revolved around financial benefits and temporary discounts.
The new path called for a light proposition of verbal, functional and emotional communication of the intrinsic values of a good night's sleep.
