Kevin K - Creative Director - Campaign Live by the seven

LIVE BY THE SEVEN

Integrated Brand Campaign & Merchandising System

Role: Creative Director
Disciplines: Campaign Strategy, Brand Identity, Motion, Merchandising
Platforms: Digital, Social, Physical Merch, Campaign Launch
Tools: Adobe Creative Suite, After Effects, AI-assisted ideation pipeline

Overview

Live by the Seven is an integrated brand and campaign system designed to translate Indigenous values into modern, emotionally resonant storytelling. The campaign reframed cultural teachings as a lived identity—expressed through visual language, messaging, and merchandise—creating an accessible and shareable experience across platforms.

The Challenge

Many awareness and cultural campaigns struggle to break through because they feel institutional, static, or disconnected from everyday life. The challenge was to create a system that felt:

Contemporary, not ceremonial
Emotional, not instructional
Wearable, shareable, and lived—not just observed

The Insight

Values resonate most when they are embodied, not explained.

Instead of positioning the message as education, the campaign framed it as identity—something people choose to live by and represent publicly.

Creative Strategy

I developed a unified creative system that could scale across formats while maintaining emotional and cultural integrity:

Built a flexible brand language rooted in symbolism, typography, and color
Designed messaging that translated abstract values into modern, concise statements
Treated merchandise as a primary engagement surface, not a secondary deliverable
Ensured all assets could adapt seamlessly across digital, social, and physical touchpoints

Deliverables

Brand identity system
Campaign messaging framework
Apparel and merchandise line
Digital and social campaign assets
Motion-ready design system for future video and platform use

(Optional visual modules to show here)

Hero brand visuals
Merchandise mockups
Social/poster adaptations
Motion style frames or teaser title cards

Execution & Production

The campaign was designed with scalability in mind—allowing the same creative system to live across:

Physical merchandise
Social storytelling
Campaign visuals
Motion and video extensions

Production balanced handcrafted design with efficient workflows to maintain consistency and quality across outputs.

Impact

Strong community adoption and organic sharing
Merchandise became a visible identity marker and conversation starter
The campaign established a durable brand system capable of long-term evolution