HOLY
Project Overview
In a world where purpose-driven wellness empowers everyday individuals, Holy positions itself as an electrolyte brand designed to fuel real progress. The brand focuses on purposeful wellness products created for athletes, gym-goers, and purpose-driven individuals who pursue self-mastery through discipline and daily effort.
For this project, I was tasked with solving two key challenges. The first was translating the brand’s archetypes " Hero and Outlaw " into a clear visual direction before the brand identity was fully established. This required exploring how strength, rebellion, and determination could be expressed visually while still maintaining clarity and approachability.
The second challenge was developing a color system. The clients initially described the direction simply as “colorful and vibrant,” without a defined palette. I worked closely with the team to explore different color possibilities and refine them into a palette that felt energetic, bold, and aligned with the brand’s character.
Commercial Project
Client
Holy
Year
2025
Members
Maverick
Void
Eren
Kevin Ming
Sweetie Win
Duwun
Wai Lin Hein
My Role
Creative Direction
Brand Visuals
Art Concepts
Posters
Connect CMS Image fields (Image 1–10)
" DEFY ORDINARY DAILY "
As part of the brand’s expansion into gaming culture, the team planned to sponsor gaming events. My role was to help visualize how the brand identity could translate into these environments by exploring applications such as game loading screens, user interface elements, and promotional artwork. In addition, I was responsible for adapting the brand’s graphic language into broader marketing applications, including posters, billboard designs, and video marketing assets, ensuring the visual identity remained consistent and impactful across different campaign touchpoints.
Connect CMS Image fields (Image 1–10)
Connect CMS Image fields (Image 1–10)
Key Learnings
This project helped me better understand how brand archetypes can guide visual art direction from the very beginning of a brand’s development. Working with the Hero and Outlaw archetypes challenged me to translate abstract brand characteristics such as strength, rebellion, and determination into visual language through color, composition, and overall tone. It also reinforced the importance of aligning creative decisions with strategic brand foundations to ensure the visual identity consistently communicates the intended personality.