translating strategy & insight into modular visual platforms for global campaigns and retail ecosystems.

Floating compositions and product expressing weightlessness and showing textures. Soft gradient environments creating calm skincare ritual mood. 
 Lighting signature ensuring recognisable campaign identity.

Project: Skincare
Role: Creative Direction / Visual Platform Development
Scope: Product Category Repositioning

The challenge: Translate lightweight texture benefits into a premium visual language, Create scalable imagery adaptable across SKUs and markets, Ensure cross-touchpoint consistency (retail, e-commerce, campaigns)

Scalable Visual System

Modular composition grid enabling automated asset variation

SKU-adaptable lighting setup for consistent cross-product imagery

Texture storytelling templates supporting ingredient campaigns

Designed for flexible cropping across digital, retail, and OOH formats

imagine. feel. think. create.

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imagine. feel. think. create. 〰️〰️〰️〰️

Project: Concept-led oracle card deck forming the narrative core of a limited-edition gift ecosystem.
ROle: Creative Lead — Concept & Visual System Direction
Scope: Defined the symbolic framework and visual language, extending the concept across product, retail and digital touchpoints.

The challenge: Develop a concept-led product ecosystem where intuition storytelling drives the entire giftset experience across product, retail and communication touchpoints.

Wise people have an inward sense of what is beautiful, and the highest wisdom is to trust this intuition and be guided by it. - Aristotle.

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Wise people have an inward sense of what is beautiful, and the highest wisdom is to trust this intuition and be guided by it. - Aristotle. 〰️〰️〰️〰️

Project: Immersive dream journal concept that became the narrative foundation of a seasonal campaign universe.
ROle: Creative Direction — Worldbuilding & Campaign Platform Development.
Scope: Created the visual storytelling system across book, AR experience and cross-channel campaign rollout.

The challenge: To translate the intangible and emotional nature of dreams into a cohesive visual world that could function both as an immersive journal experience and as the scalable foundation for an entire campaign ecosystem.

Creativity involves breaking out of established patterns in order to look at things in a different way.

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Creativity involves breaking out of established patterns in order to look at things in a different way. 〰️〰️〰️〰️

Project: A commemorative 25-year anniversary content book and social storytelling concept celebrating
the evolution of the brand through iconic products and botanical ingredients.
ROle: Creative Direction — Editorial Concept & Visual Storytelling.
Scope: Concept + art direction anniversary book & social media content, combining editorial storytelling, botanical illustrations and product photography highlighting milestones & hero ingredients across the brand’s history.

The challenge: Translate 25 years of brand history into a visually cohesive narrative that balances heritage, product storytelling and contemporary brand expression across editorial and digital formats.

creative concept studies

See below

as this contains confidential information, please contact for more

Built a phased transformation strategy (not just visuals)

Created a gradient model: refresh → refinement → redefinition
Analysed brand equity and heritage assets
Aligned with CEO expectations and senior management vision
Coordinated with interior designers to ensure retail feasibility
Translated strategic intent into visual scenarios
Set the creative tone for future direction discussions

Project
Strategic brand rejuvenation study exploring phased identity evolution routes — from subtle visual refresh to complete logo and identity redesign.

Role
Creative Direction — Concept development, visual identity, trend direction.

Scope
Defined multiple visual evolution pathways aligned with executive ambition, retail reality and long-term brand positioning — delivering a comprehensive identity framework within a three-day strategic sprint.

— Brand Rejuvenation Strategy & Identity Evolution Study

The Challenge
Rejuvenate the brand while maintaining recognisability and commercial viability.

for more info on this, please contact me.

Rituals product line concept

— new summer limited edition product development pitch Rituals

Project
new summer limited concept development for innovative product line at rituals

Role
innovation product manager

Scope
Tailoring to global audiences, the opportunity arises to take inspiration from the rich European culture, especially from andalusia - spain. tierra alboran is a summer limited inspired by local herbs and nourrishing ingredients, and by the red soil, changing form when combined with water. This collection is mainly powdered. This makes it sustainable, unique and fun.