Heights – houseofhoosain

Brand: Heights
Role: Creative Director

- Creative Strategy
- Brand Marketing
- Performance Marketing
- Design UX/UI
- Physical Product Design
- Product Design

Project overview

As Creative Director for the launch of Heights’ Smart Probiotic, I led the end-to-end creative direction—shaping the UX strategy, visual identity, and design execution across the digital ecosystem. My focus was to position the product with a balance of science-backed credibility and modern lifestyle appeal. This involved crafting the narrative flow of the landing pages, directing product photography and key motion assets, and designing a clean, intuitive interface that delivered education and conversion in equal measure. In close collaboration with the Heads of Brand, Product, and Growth, I helped develop and roll out the go-to-market strategy across web, email, and social—ensuring a cohesive, high-impact launch that resonated with both new and existing customers.

Art Direction

The art direction set for the Smart Probiotic product launch blends clarity and warmth, using clean backgrounds, soft lighting, and natural expressions to create a welcoming, modern feel. The product—both the pill and container—is prominently featured in everyday scenarios, making it easy for viewers to connect with its use. Casual styling and confident body language help reinforce trust and approachability.

With a diverse cast and a mix of individual and group shots, the visuals speak to a wide, multigenerational audience. The imagery is designed to feel real and relatable, positioning the product as an easy, effective part of daily wellness. This visual language will support the launch across website, social, and marketing platforms with consistency and impact.

Motion Guide: Product Video

The Visual Style & Tone - In line with the still campaign, the motion was designed to convey a sense of clean, natural, and confident energy. Smooth, minimal, and purposeful movements—designed to highlight the product’s form, simplicity, and elegance. Avoiding excessive transitions or flashy effects; instead, letting the product speak through thoughtful pacing and refined motion.

Rotating Canister

Pill Close-Up

Email Campaign Overview

The Smart Probiotic launch series was crafted to introduce and establish the probiotic pill as a daily essential—balancing education, design clarity, and brand personality. Each email was built to speak directly to our customer’s health goals, combining clean visuals with benefit-led messaging that made the science feel simple, and the product feel personal.

The campaign journeyed through awareness, education, and conversion: from introducing the supplement’s core benefits—like gut health, immunity, and simplicity of routine—to sharing testimonials, usage tips, and bold visual storytelling. Every design choice supported the product’s tone: modern, trustworthy, and relatable.

Social Series: The Science of Smart

The social content series builds curiosity and trust by pulling back the curtain on the Smart Probiotic—focusing on the science, not just the shelf appeal. Each post is crafted to highlight key ingredients, explain their function in simple, relatable terms, and feature bite-sized insights from nutritionists, gut health experts, and real customer voices.

With a tone that’s confident yet conversational, the visuals lean clean and clinical—but humanized through lifestyle cues and bold text pullouts.

Smart Probiotic Landing Page

This landing page combines a clean and modern design with a confident, science-first tone. The bold headline and minimalist layout immediately communicate the core product’s effectiveness and integrity.

Hero imagery of the capsules highlights the innovative formulas, with clear CTAs and ingredient callouts.

The Smart Probiotic section introduces the new launch with clarity, emphasising benefits like gut and immune health through key campaign visuals and concise copy—a sleek, user-friendly page designed to inform and drive further product exploration.