"When a brand is built around light, every creative decision must carry that energy, from newspaper inserts to Facebook campaigns."
The Brief
Establish Daylight as a distinctive brand voice across print and digital, with campaigns that capture the essence of the brand name itself.
Led the full brand campaign: art direction for photoshoots, print advertisement design (newspaper spreads at 20×12), and a multi-format Facebook campaign, all unified by the brand's light-forward aesthetic.
Photography Art Direction
Art-directed the photoshoots that became the brand's visual language, controlling light, composition, and mood to establish the Daylight signature.
Print Campaign
Designed newspaper advertisement layouts balancing brand photography with typography that breathed in white space.
Facebook Campaign
The multi-format digital campaign adapted the core visual identity for social, maintaining print-quality art direction within digital constraints.
"Every piece felt like it was lit from within. That was exactly the brief."
— Daylight, Marketing Director
What I Learned
Brand names are briefs. When a brand is called Daylight, the creative direction writes itself. The discipline is executing that premise consistently across every format.
Print teaches restraint. Newspaper advertising forces you to work with limited reproduction quality. Learning to design under those constraints made every other format better.
