Bariatric Advantage needed a campaign visual identity for a New Year promotion that could feel polished, sensitive, and commercially strong across a wide range of marketing channels.

The campaign had to promote nutritional supplements created for bariatric surgery patients while avoiding negative stereotypes around weight management. The creative needed to appeal primarily to women in their 30s and 40s, remain consistent with existing brand guidelines, and work across email, in-app ads, Google Shopping/PMAX, organic social, website, and blog placements.

This project focused on creating a flexible campaign identity for a market-leading bariatric supplement brand. The goal was to visually communicate the idea of a healthier foundation for the new year while keeping the creative uplifting, respectful, and product-focused.

The final system needed to support promotional messaging such as “20% Off” while also allowing space for more lifestyle-led messaging around whole-body support, gut health, multivitamins, calcium, and probiotics.

We developed the campaign creative around a system that could stretch across multiple channels without losing consistency or clarity.

• Creative Routes: Developed three distinct visual directions to help the brand team compare possible campaign styles before committing to a final route.
• Channel Adaptability: Designed the campaign identity to work across square, vertical, landscape, email, app, and Google PMAX formats.
• Sensitive Positioning: Kept the visuals positive, wellness-led, and respectful of the audience, avoiding imagery or language that could feel stereotypical or insensitive.
• Promo Hierarchy: Balanced the “20% Off” offer with the wider campaign message so that each asset could feel either promotion-led or theme-led depending on placement.
• Brand Alignment: Honored the existing brand guidelines while introducing a fresh seasonal campaign look for the New Year.

The visual direction was designed to feel fresh, supportive, and health-focused without becoming overly clinical or generic.

• Wellness-Led Design: Used bright, clean layouts that connected with the New Year theme while still feeling trustworthy and mature.
• Flexible Composition: Built layouts that could accommodate offers, headlines, lifestyle imagery, and product photography across multiple sizes.
• Clear Offer Placement: Integrated the 20% discount in a way that remained visible without overwhelming the campaign message.
• Positive Lifestyle Tone: Used imagery and graphic treatments that felt aspirational, respectful, and inclusive.
• Conversion Focus: Kept product visibility, headline hierarchy, and call-to-action readability central to the design system.