Develop a distinct visual identity for EVO that reflected the advanced engineering and rider-first design of the ELyte range, while pushing the wider Whyte brand towards a more elevated and contemporary expression. Lead the creative direction across the full launch campaign, including storyboarding, shot planning and on-set direction for photography and video, to ensure a consistent and premium visual world. Extend the campaign across motion graphics, social media carousels, digital ads, launch emails and a content-led landing page, using design and messaging to bring technical product features to life in a way that felt clear, engaging and conversion-focused.