For MYO Plant Nutrition, I developed the visual direction for Greener Than Green, a campaign designed to make the brand’s sustainability credentials feel as bold as its performance promise. The opportunity was to avoid the softer visual conventions often associated with eco messaging, instead creating a campaign identity that felt energetic, confident and true to MYO’s plant-based athletic positioning.

The creative approach combined punchy copy, layered tonal greens and double-exposure imagery of athletes and forests to express the symbiosis between human performance and the natural world. This gave the campaign a clear visual metaphor, positioning sustainability as an active source of strength rather than a passive brand claim.

Across campaign identity, visual storytelling and art direction, the project turned MYO’s environmental purpose into a distinctive challenger-brand expression. The final direction helped the brand own its green credentials in a memorable way, reinforcing MYO’s reputation as an innovative, environmentally aware wellness brand built around plant-based performance.