Lindsey + Asp

As one of my first deliverables as Creative Lead, I developed a visual mood board to establish the creative foundation for the Simple Modern account. Designed to serve as a north star for all future work, from social media graphics and copy to broader campaign strategy, the mood board functioned as both an inspiration resource and a brand alignment tool.

Because the agency's focus was reaching Gen Z audiences, I was intentional about reflecting that demographic's visual language while staying grounded in what makes Simple Modern distinctly itself: an Oklahoma-based, people-first brand with a genuine philanthropic identity.

This design served as the social media campaign overview for a pitched collaboration between Simple Modern and Daily Drills. In developing the concept, I analyzed the digital presence and content trends of both brands to identify the overlap between their aesthetics and audiences, crafting a direction that felt culturally current while remaining authentic to each brand's identity.

Our team developed a mood board spotlighting the defining qualities of Simple Modern's product line, namely, their functional versatility and commitment to minimalist design.

Our team developed another mood board built around a pastel palette. The aesthetic captures that sweet spot between soothing and spirited, appealing to an audience that gravitates toward designs that feel light, optimistic, and effortlessly fun.

This mood board was developed in direct response to survey data gathered ahead of a focus group presentation. I designed three distinct color-forward backgrounds and paired each with Simple Modern products that naturally complemented the corresponding palette, giving the focus group a tangible comparison to react to and helping us identify which creative direction resonated most with our target audience.