Client: Coca-Cola / Fairlife (SS+K)
Role: Art Direction, Design Strategy
Role: Art Direction, Design Strategy
Ethical Redesign · Copy Strategy · Visual Reframing
In 2014, Fairlife launched an advertising campaign that sparked criticism for its portrayal of the female body and visual language.
Challenge: Revamp the campaign’s copy and design system to better align with evolving cultural values—without losing brand recognition.
The redesign focused on reframing the female figure through a more empowered, natural, and respectful lens. Copy was rewritten to emphasize nutrition, performance, and confidence, supported by a refined visual hierarchy and more balanced composition.
