HEMA art direction campaign & instore (2023 - 2024)

In 2023 HEMA’s visual identity needed an update. However the key values, the brands positioning and target groups did not change. This made the revitalization a balancing act that suits me well. The evolution design resulted in a bold, modern and cheer-full look & feel. Bright and graphic since that is typically HEMA. The concept leaving plenty of room for iconic photography; portraying personal daily life with a touch of fun.