Revolutionizing Global Brand photography
CASE STUDY
Through Health & Wellbeing
CLIENT
PROJECT TYPE
Photography Campaign
overview
Amway's brand refresh demonstrates how established companies can modernize their visual identity without losing brand equity.
The refreshed photography successfully evolved Amway's visual identity from corporate and staged to vibrant and aspirational, while maintaining the recognizable brand elements that matter to their global community. The imagery now effectively communicates the modern Amway lifestyle across all six dimensions of Health + Wellbeing.
DELIVERABLES
PHOTOGRAPHY
Comprehensive lifestyle photography library of 100+ images with global usage rights
challenge
Client's Problem/Need
Amway faced significant brand consistency issues with their existing photography library. The imagery featured inconsistent visual direction, over-staged product placement, and a "cheesy" aesthetic that didn't align with their evolving Health + Wellbeing (H+W) positioning. Most critically, they needed photography that could appeal to both Western and Eastern global markets while reflecting their six dimensions of wellness: Healthy Body, Healthy Mind, Healthy Planet, Community Connection, Financial Wellbeing, and Personal Growth.
Project Goals
Create a unified visual identity aligned with H+W brand values
Develop authentic, aspirational imagery that resonates globally
Build a versatile content library for ABOs (Amway Business Owners), customers, and prospects
Secure perpetual, worldwide usage rights for maximum flexibility
Transition from outdated "corporate" look to vibrant, modern lifestyle photography
"This brand photography project was extremely challenging with unique global implications around the world for our Amway clients. The pressure was on and it pushed our entire IDEOLOGY team to perform at its very best.
Our team of producers scouted and found the perfect practical locations.
Our virtual production team created fantastic environments that allowed us to shoot "around the world" right here on our volume wall inside our studio.
Our in-house retouchers as well as a full team of freelance lighting and hair/make-up/wardrobe artists pulled off the finishing touches. We had our hands happily full throughout this very collaborative project."
Creative Solution
Core Creative Concept
IDEOLOGY developed "Brand Photography V1.5" - a strategic evolution that maintained brand recognition while improving visual consistency and authenticity.
The approach centered on capturing genuine "fly on the wall" moments featuring diverse talent in real-life wellness scenarios, moving away from over-staged, product-heavy compositions.
Unique Production Elements
Hybrid Production Approach: Combined on-location shoots with virtual production studio technology
Golden Hour Virtual Environments: Utilized virtual production studio to create consistent, beautiful lighting across multiple "locations" without extensive travel
Global Talent Strategy: Mixed Western and Eastern talent to ensure authentic representation across markets
H+W Color Integration: Systematically incorporated brand color palette into wardrobe, props, and set design
PRODUCTION HIGHLIGHTS
MOST INTERESTING + CHALLENGING ASPECT
Balancing authentic storytelling with global brand consistency while appealing to vastly different markets. The team had to create imagery that felt genuine to a millennial couple in Michigan and equally relatable to a multi-generational family in Singapore.
Unexpected Element That Improved Outcome
The virtual production studio became a game-changer, allowing us to create diverse "locations" with perfect Golden Hour lighting on demand. This technology enabled us to capture consistent, high-quality imagery across multiple scenarios without weather dependencies or extensive travel, while maintaining the authentic outdoor feel critical to the campaign positioning.
UNREAL ENGINE
BEHIND THE SCENES
FINAL SHOTS
RESULTS + IMPACT
Delivered comprehensive photography library of 100+ images with perpetual, worldwide usage rights
Created cohesive visual identity that successfully bridges Western and Eastern market preferences
Provided versatile imagery suitable for multiple platforms, aspect ratios, and global markets
