Client need: DAf’s work with Diablo has always centered on the creation of the Diablo universe, with its distinct dark and sensuous feel. As such, the client wanted new key visuals for its range, including a variety of SKUs, that better reflected that sense of mystery  and included rich textures and vibrant colors.

DAf’s response: DAf presented two possible creative lines as options, and the client decided to use both. The first depicts a dark cave-like scene filled with smoke, while the second is more ethereal, with points of colorful light. Although different, because both lines are based on the overall concept behind Diablo and its foundational story, they each speak to different attributes of this one brand.

Takeaway: Keeping a brand’s essence in mind allows us to create very different visual concepts that are each relevant.