Shake, shake, shake.

TYPE OF WORK

Art Direction / Social Content / Food Photography / Brand Visual System

IDEA

Turn high-protein nutrition into bold, craveable moments, not just functional messaging.

OVERVIEW

Refreshed YoPRO’s global social content system, evolving how recipes and nutrition are presented to feel appetizing, motivating, and aligned with the brand’s performance-driven identity.

The system combined food photography, composition, and lighting to make high-protein products feel indulgent, accessible, and visually striking across social channels.

MY ROLE

Directed the visual direction and creative system for YoPRO’s social content, establishing mood, composition, and framing guidelines for a bold, energetic brand voice.

Led photography and styling teams to ensure consistency across global feeds while maintaining flexibility for dynamic, recipe-led content.

Built a repeatable visual framework that reinforced brand recognition and performance-oriented tone.

CHALLENGE

Communicate high-protein benefits without falling into dry, functional messaging, appealing both to fitness enthusiasts and everyday consumers seeking bold, feel-good nutrition.

CREATIVE APPROACH

Framed recipes as moments of energy and reward within a gym-inspired visual universe.

Used high-contrast lighting, focused compositions, and dark, moody environments to position protein as indulgent, craveable, and aspirational while maintaining credibility.

Designed a flexible system to scale across multiple markets and formats while keeping the feed visually cohesive.