Plentir is a preventive-health coaching program. I own the brand brief and concept. My job is to distil what the client wants into a clear creative direction a graphic designer can actually execute — bridging the gap between founder vision and finished work. It's the part of the process most brands get wrong: not the design, but the brief that makes good design possible.
The challege
Plentir is a preventive-health coaching program — a category where trust and clarity matter more than gloss. The founder had a strong vision but, as is usually the case, it lived in their head rather than in a form a designer could build from. The challenge was translation: turning an ambition into a grounded, executable creative direction without losing what made it specific.
The approach
That direction runs into the visual detail. I defined Plentir's photographic system — the categories of image and their function, from the human and corporal to the sensory and editorial — and supplied the references and graphic language the designer built from. I also guided the adaptation of the logo to the client's needs while keeping it clean and legible, and shaped how the graphic layer applies across the photography. The designer executes; the visual logic and the decisions are mine.
