Led a lovely team and client through a brand overhaul and strategic repositioning of SK-II as a luxury skincare brand that empowers everyone to discover and reveal their truest selves — a brand that celebrates the courage to be self-defined.

Comprehensive brand guidelines were established, including new photography and videography guidelines, a refreshed design system, motion design language, a new voice and tone, social and digital guidance, and retail, material, and interior guidelines. Brand photoshoots were held with our celebrity ambassadors, Tang Wei and Ayase.

There is a lot more to say, which I’ll cover whenever we meet.
It was fun.

Partners:

Studio: Shophouse, Inc.
Hugh Connelly, ECD
Lacey Valentini, CD (Brand Director and Celebrity Photoshoots)
Tiffany Pan, co-CD (Ayase Photoshoot)
Vitor Milito, co-CD (Tang Wei Photoshoot)
Victoria Behun, CD (Product Photoshoot) 
Sherrie Hui, Copy Director and Strategy Director
Virgile Pondard, Design
Dianna Saad, Design