created for UVPHactory
art direction | illustration | design
While working with UVPHactory I had the opportunity to pitch several concepts for the WE tv rebrand. The Network was looking to reposition itself to highlight the brand's upbeat personality, yet maintain a bit of sophistication in order to differentiate from its rival, Lifetime.
Target audience was women who are proud of their accomplishments and seek entertainment that is joyful, surprising, smart and energetic. In order to project this attitude and positioning, I created a lyrical feminine approach of precise curvilinear shapes, overlaid with collaged illustrated elements and a bold vibrant palette of textures.