Product Launch / Creative Direction / Campaign System
Hydrolite
Launching HYDROlite — A World Built Around Weightlessness
HYDROlite was created as the next evolution of melin’s Hydro line — lighter, cleaner, and built for training. My focus was to develop the creative vision and visual system for the launch, translating the product’s ultra-light feel into a clear, elevated campaign world. The concept centered on weightlessness, helping establish HYDROlite as a new performance pillar for the brand.
Approach
I built the creative direction around a single insight — HYDROlite feels unbound by gravity — and translated it into a world that reflected its weightless performance. The concept started with the idea of drift and lift, which inspired the feather-like product mark and the floating, atmospheric visual language. I imagined a calm, white environment with no up or down — a space beyond gravity — and designed the campaign around that feeling. This direction shaped photography, animation, messaging, and templates for digital, social, and retail. At the same time, I aligned product, marketing, and retail teams around the creative system, ensuring consistent storytelling across shapes, sizes, and colorways.
The design direction centered on clarity and editorial restraint. A classic serif typeface paired with neutral colors created a foundation of trust and sophistication, while a flexible grid allowed visual freedom across formats. The logo and supporting elements were crafted to feel adaptable — strong enough for print mastheads yet elegant for digital use.
Outcome
A distinct, premium creative direction that clearly differentiated HYDROlite
Unified storytelling across digital, social, retail, and ambassador channels
Scalable templates and assets for multiple variants and future extensions
Stronger category positioning for melin within performance lifestyle
Variations and BTS Content
Reflection
HYDROlite’s launch succeeded because the creative started from a simple, focused idea — weightlessness — and built a world around it. That clarity gave the team a strong North Star, resulting in a campaign that felt cohesive, elevated, and true to the product’s purpose.
Curious about the thinking behind the work? I’d be glad to walk you through it.