Self-initiated · Creative & Art Direction

Challenge

A self-initiated response to a hypothetical brief: how could a campaign encourage people to stay attentive on the descent and help reduce accidents in the mountains?

Insight

Reaching the summit feels like finishing. But the way down still demands your attention.

After the emotional high of reaching the top, the descent can feel like the journey is already over, exactly when focus still matters.

Idea

We’ll Take You Down.

A mental energy bar concept built around the descent.

“We’ll Take You Down” turns a threat into a promise, shifting the story from reaching the top to making it home.

The product becomes a simple ritual before the descent:

Pause. Refocus. Go down.

Visual Identity

The identity mirrors the mindset of the descent: focused, controlled and stripped of distraction.

Black creates a technical, uncompromising foundation, while the downward arrow turns the brand name into both a logo and a direction.

Motion-blurred mountain imagery brings speed and instability into contrast with the precision of the typography.

Campaign

The campaign turns the language of ascent and descent into reminders to stay focused when the summit is already behind you.

Each execution reframes “down” from something negative into the moment that demands the most attention.

We’ll Take You Down.

Brand Extensions

The concept extends to an emergency blanket, helmet stickers, a thermos and a neck warmer: objects that keep the descent message close to the mountain experience. Together with the packaging, outdoor campaign, magazine layouts and social film, these mockups show how one idea can work across a complete brand. This is a speculative concept, not a launched product or a measured safety intervention.

Project

Self-initiated concept

Role

Creative & Art Director: Vincent Amstutz

Creative Strategy: Kewin Amman

Tools Used

Graphic design: InDesign, Illustrator, Photoshop

Image generation: xAI, Nano Banana, ChatGPT