Mother's day ✸ key visual

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✸ C O N T E X T ✸

As May approached once again, it was time to create a key visual for LTK's Mother's Day communication. LTK, a brand known for its minimalist, elegant, and modern appeal, caters primarily to a female audience keen on staying abreast of new trends.

My foremost objective was to steer clear of clichés. I aimed to depict the strength of motherhood without veering into romanticized or idealized portrayals. Reflecting on my own upbringing, I found inspiration in memories of my mother, grandmother, and the homes where I grew up.

✸ M O O D B O A R D ✸

"It's a familiar sight in many Brazilian grandparents' homes: tiles, hydraulic tiles, ceramics—they adorn the floors you tread, the kitchen walls where your grandmother cooked your favorite meal, and the bathroom where you once tiptoed to catch a glimpse of yourself in the mirror.

This evokes a sense of ancestry, generations of mothers, coziness, and emotional memory.