UNDO - Branding

Duncan Channon, San Francisco

Photographer - Oriana Koren
Illustrator - Mike McQuade

UNDO | Brand Transformation & Campaign Photography

Partnered with Duncan Channon on the California Tobacco Control Program's comprehensive rebrand, including the renaming of UNDO and the development of new brand standards designed for consistent application across digital, print, social, and experiential channels.

As part of the rebranding effort, I supported the planning and execution of a five-day photography road trip across California to create an authentic documentary-style image library. The photography focused on capturing real people and everyday moments, providing a relatable visual foundation that reflected the brand's renewed voice and mission.

Illustration Development
Commissioned and managed the production of custom illustration assets featured throughout the UNDO website and supporting campaign materials. The illustration approach was intentionally designed to contrast with the documentary photography, using conceptual visual storytelling to communicate the harmful impacts and deceptive practices associated with the tobacco industry.

Product Photography Production
Produced a series of environmental and studio-based product photography assets featuring discarded tobacco products. Collaborated with photographers to develop a deliberately raw visual approach, utilizing harsh lighting treatments and carefully selected environments to reinforce campaign messaging and create a distinctive visual identity.

Managed production planning, creative direction, image selection, and post-production reviews to ensure all assets aligned with the newly established brand standards and campaign objectives.