Creative Direction

Case Study : Children’s Book Concept

Brand: Old School Labs

Role: Creative Director, setting and executing the creative and strategic vision.

TL;DR: Conceptualized a branded children’s book, blending nostalgic comic styles with fitness culture, with the goal of providing a unique family experience from the brand.

1 - Objective:

Continuing to evolve Old School Labs into a lifestyle brand, I conceptualized a branded children’s book, “B is for Bodybuilding” to connect fitness enthusiasts with their families.

2 - Strategy:

A. Goal:

• Provide a shared passion between fitness enthusiasts and their children, building an emotional connection between the brand and its customers.

• Enhance brand loyalty by creating meaningful family experiences linked to fitness culture.

B. Creative Vision:

• Developed the approach and tone for the book, focusing on humor-filled, clever references to resonate with parents while being approachable and entertaining for children.

• Conceptualized the visual style to blend elements from 1970s-80s American superhero comics, vintage fitness culture, and European comic styles to evoke a unique and nostalgic feel.

• Conceptualized the themes for each art piece and poem, ensuring it aligned with the brand’s identity.

3 - Execution:

• Searched for and recruited the right artist and writer to bring the vision to life.

• Led the creative direction, working closely with writers and artists to bring the concept to life.

• Ensured the book’s tone and style aligned with the vision and the brand’s identity, emphasizing nostalgic and culturally relevant themes.