This project was the result of a challenge: take a brand that is known for something specific, and refresh both its identity and its audience. Preparation H felt to me like a fun and difficult challenge. How do I redefine hemorrhoid cream? After doing rounds and rounds of research, I learned that Prep H has a variety of uses that aren’t really known to most people. So I used this knowledge to broaden the scope. I brought the brand to an edgier, younger audience, an audience that would use it in all kinds new of ways.
