Solem

Solem, a premium microfiber towel brand based in Quebec, approached me with the goal of enhancing their brand awareness and deepening their emotional connection with their target audience: Quebecois women aged 40 to 60. The brand was already known for its practical and elegant solutions, but they needed help positioning themselves as a complice de votre quotidien—a trusted companion in everyday life.

My role was to align Solem’s marketing initiatives with their business goals, craft a compelling brand narrative, and produce high-quality content that resonates emotionally with their audience.

DESCRIPTION:

SERVICES:

Photography / Video / Creative Direction / Identity Messaging / Strategy

TEAM:

Art Director: Patricia Amaya-Quinteros
Videographer: Guillaume Cyr
Models: Kate Kenyon, Genevieve Meunier, Mélanie Savard
Assistant: Youssef Hallouly

Challenges

1. Market Differentiation: Standing out in a competitive market dominated by larger home product brands.

2. Emotional Connection: Creating a narrative that connects with middle-aged women balancing multiple responsibilities while celebrating their unique stories.

3. Content Creation: Producing a cohesive mix of visual and video content to highlight the brand’s core product categories: kitchen and home care.

The Approach

Strategic Foundation

• Conducted in-depth market research to understand Solem’s target audience, particularly the lifestyle, values, and aspirations of Quebecois women aged 40 to 60.

• Developed a creative strategy centered on the brand’s emotional themes: simplicity, care, and moments of togetherness.

2. Creative Concept and Campaign Planning

• Campaign Focus: Highlighting women’s authentic and inspiring lives through moments of balance, self-care, and connection.

• Designed a TV ad concept showcasing a Sunday afternoon picnic, featuring women enjoying their time together, underscored by the practicality and elegance of Solem products.