As the lead designer for JooY, a newly launched scalp care brand, I took on a multifaceted role reporting directly to the Marketing Director.
My contributions spanned from designing and coordinating the e-commerce website, overseeing the brand launch, creating merchandise, researching the science of scalp care, designing all shipping materials, providing art direction for photography and videos, and constructing comprehensive brand guidelines.
JooY
After receiving the logo and initial color palette from an agency, I took the lead in creating comprehensive brand guidelines. This included developing the mission statement, photography guidelines, brand values, ingredient imagery, tagline, typography, brand voice, and visual identity.
Brand Guidelines
As the project lead, I guided the JooY website from initial concept to launch, with a clear goal in mind: introduce consumers to JooYful scalp care.
Website Design
Photography Creative Direction
In collaboration with the Social Media Strategist, I directed the creative vision for JooY’s photography, captured by Aglow Photography.
