Back Your Body was Holland & Barrett’s new brand platform, built around a simple idea: paying attention to what your body is telling you.
The campaign moved away from polished, idealised wellness imagery in favour of something more human and immediate- close crops, tactile photography, bold type and real bodies.
I led the creative across CRM, paid social and affiliates, while also contributing heavily to art direction and the campaign’s web expression.
Taking the campaign into digital
The core identity was deliberately bold and image-led. My role was working out how that language could survive across channels with very different demands — from a split-second social ad to a long-form email journey.
I helped extend the visual system beyond the original campaign assets, using the photography, typography, cropping and tone as consistent ingredients rather than fixed layouts.
Built for attention
For paid social, the strongest campaign ingredients became the simplest ones: an intimate crop, a direct line and an unmistakable lockup.
Each execution focused on a different body signal - gut health, sleep or movement - while keeping the structure consistent enough to feel like one campaign.
Extending the system into CRM
CRM was where the campaign had to stretch furthest. An email needed to carry product, education, editorial content and conversion messaging while still feeling recognisably Back Your Body.
I led the CRM creative and developed the campaign language into a flexible email system that could move between different wellness missions without losing the identity. Motion added emphasis at key moments, while repeated typography, photography and layout cues kept the journeys connected.
A system, not a template
What I liked about this project was the translation. The identity was already strong; the interesting part was working out how far it could flex before it stopped feeling like itself.
Role: Lead Designer: CRM, Paid Social & Affiliates / Art Direction & Web Support
Brand platform: Holland & Barrett × Lucky Generals
Brand platform: Holland & Barrett × Lucky Generals
