CLIENT

ALTRUIST

YEAR

2021

ROLE

CONCEPT

ART DIRECTION

PRINT + PACKAGING DESIGN

PRINT MECHANICALS

DIGITAL DESIGN

A little something to decompress.

Financial advisors hustle hard all year to help their clients sleep at night—so Altruist returned the favor and gave their users some relief by gifting them a rest & wellness package. This was an important moment for the brand to showcase how they see, value, and care for their advisors.

I lead the conceptual design of the gift—weaving together the contents as well as the narrative into a cohesive experience. I designed the custom gift packaging, insert, branded product, and accompanying email as part of the same campaign. The visual approach was informed by the desire to create a visually compelling story that advisors would share on social channels in order to provide social proof for the brand and community.

The Altruist brand relies on clean typography and minimalist graphics, so for this special edition swag, I leaned on the iconic International Typographic Style to inspire high-impact imagery without departing too drastically from the brand. The result was a Swiss-style print created by deconstructing the Altruist logo. The artwork illustrated an organized chaos with Altruist as its anchor—the relief, the calm in the storm.

“Zoe is the ideal creative partner: empathetic, communicative, passionate, organized, and conscientious. An innate Art Director, Zoe can take a brief from concept to delivery through skills like creative ideation, design, motion, and studio execution. She has the passionate ability to strategically understand a brand, which is reflected brilliantly in the work she executes. Zoe thrives through collaboration and works effortlessly with marketing managers to develop creative that is integral in meeting company goals. Zoe is someone I recommend to any brand seeking a strategic creative leader.” — Ilana, director of program & project management

“This project would not have been the same without Zoe. An integral part of the strategy was visually communicating the goal of the project and pushing the Altruist brand identity to tell a story. The hope was for advisors to feel seen and cared for from the moment that they received the gift to unboxing it so that advisors would be compelled to share on socials or communicate feedback to our customer service team for social proof. Zoe fully embraced the strategy and stayed in lockstep with me throughout the entire process. As a project lead, that was everything I could have asked for and more. Zoe provided numerous distinctly different concepts, allowing us to evaluate which one embodied the strategy best, and that resulted in us creating something great. From ideation to art direction, brand storytelling to strategic execution—she goes above and beyond. I always enjoy collaborating with Zoe because I know she always understands the goals and determines how the creative strategically fits in.”—Kennary, brand manager