Liquid Soul is a brand of E-liquids used for vaping.  The are a sub-brand under Swisher.  They came to us without a vision and asked that we help them launch the product with a new, arresting creative look. Through many rounds of communications or briefs changing, we landed on "VAPING REBORN" as a platform. Being a new product, I thought it would only be right to heavily brand whatever we did, so I came up with the idea of utilizing the "butterfly" logo which was already designed as a focal point. We then took that look and produced their website with the same direction...Keep it simple, but make it visually and architecturally arresting. I've included a movie showing the unique navigation I came up with to achieve just that.  I've also included a few early ADLOB designs that ultimately didn't make the cut, but also the comps that ultimately led to me managing and directing the photoshoot that became the new look for Liquid Soul.