Content Strategy:

Having recently conducted research for our brand positioning, this was our first opportunity to actualize a practical implementation of what we learned and bring it to life in our creative.  

It fell to me to translate the business strategy into executional guidelines for the creative.  I pulled together a set of guardrails, both for our photographers and our internal team, which ultimately became the seed for our Truly brand book, which I also led.

Photography Guidelines:

• Ensure at least one can tab is always popped

  1. Product must always have condensation

  2. Avoid neutral colors in props and backgrounds.Always lean into bright, high saturation colors.

  3. Locations and art direction should feel elevated and premium, without being inaccessible.

  4. Ensure casting promotes inclusivity and diversity across race, gender identity, sexual preference, and body type.

  5. When showing people, strive to show more than one: Truly should be portrayed as the center of a social interaction.

  6. Product should always be the hero, even in lifestyle shots.