🎯 Goals & Challenges
• Build an e-commerce experience from scratch tailored to U.S. audiences
• Maintain the brand’s minimal, plant-based aesthetic while boosting product storytelling
• Create evergreen brand content that could scale across channels
• Lead visual identity and copy across 360 campaigns—from email to social to web
📸 Visual Direction & Brand Storytelling
I art directed and executed multiple photoshoots for hero imagery, lifestyle content, and editorial storytelling—balancing clean product shots with a softer, human feel. Each asset was designed with multi-platform flexibility in mind, from homepage banners to organic social and paid ads.
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What I did:
• Led art direction and photography planning
• Styled and shot products in natural lighting for a modern, clean feel
• Created visual guidelines and seasonal direction for content refreshes
💬 360° Content Creation
I developed all marketing assets—copy and visuals—for campaigns that included email, website, social, and meta ads. This ensured consistency in tone and look across every touchpoint.
What I did:
• Wrote and designed campaign assets end-to-end
• Built out product storytelling frameworks for hero SKUs
• Developed a content calendar for seasonal launches
🧠UX & Web Design
I designed and built a mobile-first Shopify site from scratch, focusing on seamless navigation, product education, and a calming, intuitive user experience that mirrored the product promise. Every detail—from filter logic to microcopy—was designed with the modern skincare shopper in mind.
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What I did:
• Designed the full U.S. website experience on Shopify
• Created wireframes and final UI for PDPs, homepage, collection pages
• Defined navigation and filtering systems by concern, ingredient, and usage
• Developed custom iconography and section modules for scale
🧠Takeaways
This project reinforced how creative direction and UX design go hand in hand—especially when telling a new story to a new market. I learned the importance of designing for both form and function, and how strong visual strategy can elevate product trust and brand memorability.
