Reverse Engineering a Commercial Shoot:
Discovery Journal
The Client
Discovery Journal, a specialist brand creating journals that actively help users uncover mental health triggers and patterns through a scientific, structured approach. The founder was rebranding to move away from ‘wellness’ clichés and toward something bolder, more rebellious, and rule-breaking.
The Brief
The imagery needed to reflect innovation, boldness, and a complete break from the typical ‘gratitude journal’ look. The client wanted a strong visual impact, something dynamic that shouted this is different, not just another journal surrounded by cozy props. Together, we developed three creative themes: Pop Art/Comics (for punchy, graphic visuals), Science (to highlight the method behind the journal), and Ripped Paper (a nod to rule-breaking and tearing down old ideas).
The Challenge
Bringing a complex and evolving vision to life meant staying flexible and open throughout the process. Through collaborative calls and feedback loops, we refined the concepts and turned them into strong, tangible visual directions. I often unexpectedly end up elbow deep in paper art and glue, and this shoot was no different. I do love all the paper elements we used, they were worth all the effort!
The Results
The final shoot captured exactly what the brand was becoming: bold, disruptive, and refreshingly real. It proved that giving ideas time to breathe, and trusting in collaboration, leads to much richer creative work. This project also reaffirmed something I deeply believe: when you stay curious and allow a concept to evolve beyond the first draft, you end up creating something far more layered, meaningful, and alive.
Marianne
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