Snog set out to reinvent itself for a Gen Z audience by moving beyond generic frozen yoghurt marketing and embracing pop culture, self-expression and inclusivity. We developed a new brand positioning and creative platform—Snog Your Way—a celebration of individuality and doing things on your own terms. Rooted in fashion, music and lifestyle, the platform helped Snog stand out in a saturated market and build long-term relevance. I led the creative direction for Snog Your Way, shaping a content strategy that felt bold, appetising and community-led. I developed content pillars around entertainment, product and cultural relevance, and worked closely with the team to build a bespoke visual identity, including colour palette, typography, shooting style and graphics for a distinct and consistent presence on social.