Reframing
Vera Bradley through lived experience.

Vera Bradley is often associated with its patterns. This speculative concept explores a different perspective: the role these bags play in people’s lives.

The insight was simple:

The best Vera Bradley bags aren’t admired. They’re relied upon. From that came the campaign platform:

This bag has seen some things…

A collection of moments that celebrate the memories, milestones, and everyday experiences these bags become part of.

All campaign imagery was generated using AI.

Expanding Pelago beyond substance use

Pelago is known for supporting recovery from substance use. This conceptual campaign explores how the brand could extend its behavioral health expertise to new audiences without losing the trust at the core of its identity.

  • Public health communication

  • Behavioral addiction research

  • Community conversations

  • Media influence & sponsorships

Research

Insight

People rarely recognize the moment they’ve drifted from healthy behavior into something more harmful.

‘Drift’ - Recognizing the gradual shift before it becomes a crisis.

Big Idea

Visual Exploration

With the strategic direction established, I explored three visual approaches to express the emotional progression of Drift.

Option 1 direction
Double-exposure imagery highlights subtle change and evokes the internal experiences that often remain unseen.

Option 2 direction
Moody imagery illuminated by a single light source, inviting introspection, reflection, and moments of drift.

Option 3 (Final campaign)
Everyday environments ground the concept in relatable moments, revealing how drift can begin in ordinary life.

Image options 1 & 2 were generated using AI.