ARTIS
Beauty by Design
Refresh to the brand’s visual identity, creating a brand book and style guide that was used both internally and with wholesale/retail partners. Directed the visual identity for the launch of a new product category.
Concept, develop and direct all photo shoots, including direction for all overall aesthetic decisions, developing creative briefs for campaigns, oversee post-production process.
Redefining Imagery
To support a higher price point, I pivoted the brand’s visual language away from over-stylized artifice toward a realistic, soft-lit lifestyle aesthetic. I directed the reimagining of 50+ SKUs, moving from flat-lays to "in-situ" photography that emphasized texture and quality. By managing the full production, from hiring specialized prop stylists to leading on-set direction, I ensured every shot felt premium, tactile, and grounded in reality.
Diversity as Strategy
I spearheaded a new casting direction that moved away from the brand's previously narrow focus. By casting a diverse range of models across different ethnicities, we transformed the brand into an inclusive, global label. This wasn't just a moral choice but a strategic one: it broadened our market appeal and allowed customers to see themselves in the product, directly contributing to increased brand affinity and a reduction in bounce rates.
Expanding the Horizon
Leveraging our new visual identity, I led the art direction for the brand's entry into a brand-new product category. This involved creating unique mood boards and shot lists that differentiated the new line while maintaining the core luxury DNA. By producing a suite of "differentiator" shots—images specifically highlighting unique product features—we successfully positioned the new category to sit alongside high-end competitors on the shelf.
Where UX Meets Art Direction
Uniquely, I held the dual role of Art Director and UX/UI Designer for the e-commerce relaunch. This allowed for total synergy between the content and the platform. I optimized every shoot for responsive design, ensuring that lighting and negative space supported UI overlays and mobile-first navigation. The result was a seamless, high-conversion digital experience that translated the new luxury aesthetic into a functional, intuitive user journey.
The Social Revamp
To conclude the overhaul, I translated the high-end imagery into a robust social media strategy. I developed an evergreen digital asset library that empowered the marketing team to move faster and stay consistent. By utilizing the new lifestyle-based photography and diverse casting, we revamped our social presence to feel less like a catalog and more like a curated editorial experience. This holistic ecosystem ensured that the brand’s premium message was reinforced at every touchpoint, from Instagram to the "Add to Cart" button.
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