Defining Umi'sbuilding blocks
Bringing Umi’s brand to life meant more than just following guidelines. After a successful collaboration with Fantasy, who established the initial brand principles, we expanded on that foundation, evolving the identity in preparation for launch.
As Creative Director, I led the following phase: refining the original principles, developing the brand book with expanded guidelines, designing Umi’s first website and directing its inaugural photo and video shoot. The result: a cohesive and memorable identity rooted in authenticity and connection.
Scope
CREATIVE DIRECTIONART DIRECTIONWEB DESIGN
Guided by the concept of ‘The Little Big Moments,’ the photo and video shoot captured the awe of everyday family life, from quiet Sunday mornings to adventurous camping trips. This foundational work established Umi’s storytelling principles: candid emotion, diverse representation and a celebration of togetherness.
Celebrating the richness of modern family life, the 4-day shoot featured three families with diverse compositions, highlighting timeless moments of connection and care.
