SKILLS
SKILLS
Branding, Motion, Campaign, Creative Direction
Branding, Motion, Campaign, Creative Direction
Branding, Motion, Campaign, Creative Direction
SOFTWARE USED
SOFTWARE USED
After Effects, InDesign, Illustrator, Photoshop, Figma, Cavalry
After Effects, InDesign, Illustrator, Photoshop, Figma, Cavalry
YEAR
YEAR
2025
2025
PROJECT BRIEF
PROJECT BRIEF
CheqUp operates in a fast-growing and highly competitive medical weight loss market. While the business had been running successfully for several years, the existing brand no longer reflected its ambition or values. In a category dominated by quick fixes and medication-first messaging, CheqUp needed a brand and campaign that foregrounded trust, expertise, and long-term support.
CheqUp operates in a fast-growing and highly competitive medical weight loss market. While the business had been running successfully for several years, the existing brand no longer reflected its ambition or values. In a category dominated by quick fixes and medication-first messaging, CheqUp needed a brand and campaign that foregrounded trust, expertise, and long-term support.
SOLUTION
SOLUTION
At the heart of the refreshed identity is the Journey Line, a simple graphic device inspired by the non-linear reality of weight loss. Used across digital, print, and packaging, it visually reinforces the idea that progress takes time, but with the right support, always moves forward. The new brand launched through the Change Starts Now campaign, celebrating confidence, energy, and freedom as outcomes of sustainable change, and establishing CheqUp as a trusted, long-term partner in health.
At the heart of the refreshed identity is the Journey Line, a simple graphic device inspired by the non-linear reality of weight loss. Used across digital, print, and packaging, it visually reinforces the idea that progress takes time, but with the right support, always moves forward. The new brand launched through the Change Starts Now campaign, celebrating confidence, energy, and freedom as outcomes of sustainable change, and establishing CheqUp as a trusted, long-term partner in health.
STRATEGY
STRATEGY
The strategy focused on repositioning CheqUp as an expert-led, supportive partner rather than a short-term solution. We shifted the narrative away from numbers, scales, and instant results, and towards sustainable change, guidance, and real-life progress. The goal was to build credibility in a scrutinised sector while creating a tone that felt human, relatable, and stigma-free.
The strategy focused on repositioning CheqUp as an expert-led, supportive partner rather than a short-term solution. We shifted the narrative away from numbers, scales, and instant results, and towards sustainable change, guidance, and real-life progress. The goal was to build credibility in a scrutinised sector while creating a tone that felt human, relatable, and stigma-free.
PROCESS
PROCESS
I used Midjourney for image generation, it allowed me to create and curate the imagery used to set the tone of the mystery and show the evolution through time. I then created the story myself from scratch, allowing readers to start anywhere and only figuring out the killer by circling back. Once this was done, I physically created the book and was able to test my AR app out.
I used Midjourney for image generation, it allowed me to create and curate the imagery used to set the tone of the mystery and show the evolution through time. I then created the story myself from scratch, allowing readers to start anywhere and only figuring out the killer by circling back. Once this was done, I physically created the book and was able to test my AR app out.
LET'S
LET'S
WORK
DISCOVER
CREATE
WORK
WORK
DISCOVER
CREATE
WORK
TOGETHER
TOGETHER
I'm always open to new opportunities and projects. Feel free to reach out!
I'm always open to new opportunities and projects. Feel free to reach out!
Get in touch
Get in touch
