Aveeno — Live Affirmation Calligraphy

The Aveeno event marked my first project of 2025 and focused on mindfulness, intention, and self-care — values closely aligned with the brand’s philosophy.

Guests were invited to choose a word or short affirmation that felt meaningful to them for the year ahead. Based on their selection, I hand-lettered the chosen words directly onto their calendars, transforming them into personal, reflective objects meant to accompany them throughout the year.

Rather than guiding the content, my role was to translate each guest’s intention into calligraphy — capturing their chosen message through form, rhythm, and movement of the letters. The simplicity of the process encouraged quiet moments of connection and thoughtful conversation, offering a calm counterpoint within the event setting.

The result was a series of unique, personalized pieces — subtle yet powerful reminders that aligned everyday planning with intention and self-care.

A refined example of how live calligraphy can support wellness-focused brand experiences in an authentic and personal way.

Client: Aveeno
Agency: The Good Persona Agency