The Challenge

People struggle with fatigue and stress in today’s fast-paced world. Natural Vitality Calm offers products that promote relaxation and emotional balance. Their target audience—women aged 20-39—value wellness and personal growth but are slow to trust such product safety and effectiveness.

The Solution

I designed a website in which the illustration and design flow together to trace the emotional journey from anxiety to tranquility that Calm supports. Strategically placed CTAs with compelling copy guide users through this journey.​​​​​​​

Illustrations

The illustrations embody a transformative process, capturing the shift in emotions from anxiety and reflection to confidence and clarity, ultimately leading to a dream-like world and a balanced emotional state that Calm's supplements help achieve.​​​​​​​

Rendering

Created in Procreate, the illustrations use grain effects and soft noise that blur together to evoke a dream-like atmosphere. The finishing touches, especially on the clouds, were achieved with an airbrushing technique to create a glow effect. The clouds were then repurposed as assets throughout the website.​​​​​​​

The Process

I began with visuals that reflect the lifestyle and desires of women who prioritize wellness. The target audience values creativity, optimism and conscious living.​​​​​​​ Purple was chosen as the brand colour for its calming qualities, association with sleep, and connection to imagination. The simplicity of the Montserrat typeface further establishes Natural Vitality as a trustworthy and reliable choice in the wellness market.

Concept Sketches

I came up with over fifty ideas to explore the emotions of anxiety, reflection, confidence, and calm, experimenting with poses, expressions, and composition. The final selection shown highlights the strongest ideas.