Creative direction for Love2shop, reframing the brand around the joy of giving and receiving rather than the transaction itself. The work ran across a brand repositioning and the "Love2…" seasonal campaign, a series of messages built around moments like Mother's Day, Valentine's Day and Easter, and experience categories such as Love2eat and Love2play, each one surfacing a joyful moment the card gives access to. The core idea was to make the brand feel personal and experiential: a gift card is the start of a moment, not just something you hand over. So the visual language moved away from the functional act of receiving and towards bright, energetic imagery that captures the joy those moments create. This sat within a wider rebrand revising Love2shop's identity and direction. The creative direction and strategic groundwork that helped move that repositioning forward.