Chill out

As the Senior Art Director for IcyHot's new branding initiative, I was responsible for leading the creative direction of the project, ensuring a refreshed and cohesive visual identity that aligned with the brand's mission of providing fast-acting relief for muscle and joint pain. My role spanned concept development, design execution, and collaboration with cross-functional teams to bring the vision to life.

One of the key challenges in rebranding IcyHot was modernizing its visual language while maintaining the trust and recognition the brand had built over the years. I worked closely with the marketing and product development teams to ensure that the new identity resonated with both long-time users and a younger, more active audience. This involved refining the logo, color palette, and packaging to reflect a bolder, more dynamic aesthetic that conveyed both strength and relief.

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