Honey Stinger
The objective of this campaign was to prove that Honey Stinger is the leader in sports nutrition—a brand that is to sports fuel what Gatorade is to hydration—by citing numbers and facts that support its almost universal acceptance by pro, college, and amateur teams.
Role: Design Director
Focus: Campaign
Year: 2024
Campaign Identity
For this campaign, my copywriting parter and I wanted a tagline that was simple, direct, and authoritative. Something that implied leadership without arrogance. The Fuel Teams Trust delivered on those key points.
To anchor the campaign, I chose a typeface that is clean, neutral and aesthetically pleasing; Inter would compliment the facts and figures that would be the main star of every asset. The color palette stayed true to Honey Stinger's branding, and the photography direction focused on team unity, open space, movement, and gritty portraits.
Art Direction
I created a range of different stylings, all with a common thread, that were easy for the Honey Stinger team to take and run with. Concepts included social, OOH, digital ads and posters, though the templates could expand to cover any type of asset needed.
I focused on big, sweeping images that evoked universal feelings of teamwork, heightened moments, and gritty portraits that captured the intensity of sport. With the simplistic nature of the art direction, the key stats and statements were easy to pair with the photography styling.
Social/Digital
The initial set of static social assets were templates that focused on three main messages. The first bucket was product-forward and reinforcing the campaign with the official hashtag #teamtrusted. The second focused on the larger national stats (ie: 32 Pro Football Teams). The third highlighted the key athletes sponsored by Honey Stinger. I also included templates for teaser vertical video content.
Once the official sponsored athletes were announced, a larger play was made to drive home the college stats along with inclduing athletes engaging with the product.
