JUST Water
Transforming a single package into a global brand
Role
Creative Director
Duration
1 year
Responsibilities
Brand development + oversight, digital design, design team management
Deliverables
Brand guidelines
Retail marketing assets
Sales sheets and leave-behind materials and packages
Marketing event
Swag
Photography + video art direction + production
Ecommerce asset packages for Amazon, Alibaba
Quarterly Board of Director presentations
JUST Water is an eco-friendly alternative to buying water in plastic bottles. They had a strong social following and brand equity in the logo and packaging, but the rest of the brand elements were not clearly established or set up for further brand growth and even deeper brand recognition (beyond packaging). We started with strong and detailed brand guidelines with asset examples, and spent 9 months guiding the internal and international teams on expanding the brand in their communities.
TEAM
VIDEOGRAPHY + PHOTOGRAPHY: Pawel Sokalski
SOCIAL: Westbrook
COPYWRITER: Hayley Elisabeth Kaufman
ECOMM DIRECTOR: Ken Barraza
Giving fans green reasons to love JUST even more
Leveraging follower growth from JUST’s celebrity founders, the team integrated educational content with lifestyle across the digital landscape to raise product and brand sustainability awareness.
Billions of impressions on Amazon Prime Day
Executed their first ever celebrity influencer program as part of Prime day. The video created for this activation garnered 15 million views when Will Smith posted and was featured on the Amazon homepage.
Pride Month x JUST
As a company that is co-founded and run by members of the LGBTQIA+ community, JUST did a number of activations at the official Global Pride Parade in New York City and throughout the month of June.
Amplifying Queer Voices with Posture Media
We partnered with LGBTQIA+ founded agency Posture Media to create a content series featuring leaders in the community that are doing the "JUST" thing.
Pride Parade x JUST
Keeping parade-goers hydrated 💦
In NYC for the global pride host, JUST gave out free water in every flavor of the rainbow! We donated water to a local LGBTQ+ cheerleading group, Gotham Cheer, to drink and hand out from the parade itself in addition to having several branded rickshaws to distribute water and swag to event-goers. We estimate this event garnered 20 million impressions.
Global expansion, done locally
Local everywhere: with the expansion of the brand, we set up packaging sites in Ireland and Australia. Providing a solution to the plastic problem on a global scale, locally. In every instance, I reviewed, designed and directed visuals, packaging and marketing assets across all countries. This included: JUST launches in the U.K., Australia, Japan and Sweden, and test markets in Canada, Ireland, France, Holland, Singapore and the United Arab Emirates.
JUST x UK Dublin Airport Display
JUST x Australia Instagram profile
JUST x Japan launch promo, Will Smith on a popular morning show