Hello, my name is Leah — An internationally awarded Art Director with over 13 years' experience in creating and building brands.
Former Design Director at Studio Round and Creative Lead at Sydney Opera House, my approach is collaborative and grounded in strategy. Having worked with clients from small local startups to international icons, I understand the vernacular needed to attract and connect with a diverse range of audiences. Currently open to freelance, collaborations and project work big or small. Get in touch for a chat.
TOM Organic — Transforming A Brand For Today's Woman
TOM Organic was founded in 2009 by Aimee Marks, a young entrpreneur with a vision to change the way we view feminine hygiene. Come 2015, and many other mainstream brands were cottoning on to the trend of female empowerment and the need for authenticity when it comes to female health. It had been over 7 years since TOM Organic was in the world & on the shelf, and the women featured on their packaging had lost their modern appeal. It was time for an updated identity that not only looked the part, but also spoke to today's woman.
As part of this rebrand, we devised an overhaul of the iconography, the information hierarchy and of course, the transformation of the TOM woman for the modern consumer. The minimalist design was a deliberate strategy to contrast against the current visual noise of the supermarket shelf. With respect to existing buyers of TOM Organic, we carried over certain visual cues (such as the colour coding) from the original packaging for the fast nature of this particular aisle.
Role: Art direction, Design & Strategic Development
Brand Strategy: Rob Nudds & Andreea Nemes
Creative Direction: Michaela Webb
Design: Talia Josie Heron
Illustrations: Talia Josie Heron
Photography: Nick Dale
Work created at Studio Round, 2015—2016