Brief: When I joined Fushi, one of my main challenges was to develop new product and lifestyle images. At the time, all existing visuals were created in-house, and we aimed to elevate the brand with a more professional look and feel. These new assets would serve as the foundation for social media content, advertisements, website rebranding, Amazon e-commerce, and more.

Approach: Working with a limited budget, we opted to shoot all products in a professional studio against a plain background. I then used Photoshop to create lifestyle images for each product. My art direction focused on flat-lay compositions, incorporating packshots alongside key ingredients and product textures to emphasize the freshness and natural qualities of each item. In addition to product packaging, I designed all content for magazines, social media, event stands, out-of-home (OOH) advertising, the website, and the Amazon storefront. I created new layouts based on Fushi’s existing branding while simultaneously refreshing its look and feel and expanding its brand guidelines. This approach maintained brand consistency while allowing for a more modern and dynamic visual identity.

Christmas Campaign: Under the slogan "A Fresh Celebration," I incorporated Fushi’s signature brand colors and illustrated key ingredients, arranging them around the products to recreate the layouts used in our usual lifestyle images. To add a festive touch while maintaining the brand’s fresh and natural aesthetic, I integrated Christmas-themed vegetation, creating a playful yet elegant holiday look. This approach kept the campaign aligned with Fushi’s identity while infusing a sense of seasonal celebration.