OPPORTUNITY.
LOVED01, the skincare brand co-founded by John Legend, had established a strong visual identity rooted in simplicity and accessibility. As the product line expanded, the opportunity was to evolve the packaging system while preserving the trust and recognition the brand had already earned.

IMPACT.
I refined the packaging architecture by introducing a clearer hierarchy, more intentional use of white space, and a scalable system that could accommodate new categories while maintaining consistency across the line. As part of the evolution, I also developed creative direction for product photography and styling, using thoughtfully selected botanicals and ingredients to visually express each product's scent profile and formulation. The imagery extended the brand beyond the package itself, creating a cohesive visual language across marketing and retail touchpoints.

ROLE.
Creative Direction · Packaging Design · Brand System Development · Visual Identity Evolution · Information Hierarchy · Art Direction · Prop Styling · Product Photography · Creative Production

Created while serving as VP, Creative Director at A-Frame Brands.