Graphic Portfolio
For Rose Vastola
COMPANY:
BYROE
Position: Creative Department Manager + Art Director
Byroe aimed to strengthen its identity while expanding its reach within the Millennial and Gen Z markets. As a luxury-priced, superfood-powered skincare brand, the goal was to resonate with modern women who are health-conscious, career-driven, and passionate about pursuing their dreams. My approach to each campaign focused on emotionally connecting with this audience by understanding their motivations and crafting messages that align with their aspirations. At the same time, I ensured that the brand's visual identity remained consistent with the established look and feel.
Vegan Yogurt Collection Launch
Role: Art Director + Prop Styling
Creating the first-ever vegan “yogurt” collection came with the challenge of breaking new ground in both product development and visual identity. As pioneers in this space, we needed to craft a distinct look that set us apart. A key focus was showcasing fresh fruits, vegetables, and the creamy, “milky” texture of the yogurt alongside the product—an element consistently reflected in the imagery. I played a hands-on role in styling these shots and worked closely with the photographer on set to bring the brand’s vision to life.
Hydrangea Serum Launch Role: Art Director
For the launch of the Hydrating Serum, we embraced a whimsical approach, aligning with its spring release and floral theme.
Given its hydrating properties, we incorporated a wet-look aesthetic for the models, complementing the overall visual direction of the shoot.
This photoshoot was managed by my team in Korea, ensuring a cohesive execution of the creative vision.
Banana Brulée Lip Oil Launch
Role: Art DirectorByroe's Holiday Limited Edition Lip Oil was crafted to evoke a warm, rich sensation, inspired by sugary desserts like brûlée and espresso. For the photoshoot, our goal was to visually capture this decadence, creating a luxurious and inviting aesthetic. The warm, rich tones of brown and gold reflected the product's flavors, enhancing the overall mood. I oversaw the shoot virtually, collaborating closely with our photographer in NYC to ensure the creative vision came to life.
Kale Hydrating Gel Moisturizer Launch
Role: Art Director + Prop StylingFor the launch of the Kale Moisturizer, we focused on grounding the visuals in earthy and rock-inspired elements. As always, we prioritized showcasing rich, juicy ingredients in every photoshoot, making the lush green hues essential to incorporate. This product was the top priority for the campaign, setting the tone for a fresh, natural, and nourishing aesthetic.
Email DesignUsing the existing template, we created weekly emails themed around the marketing calendar. We also executed comprehensive email marketing campaigns for product launches and other sales events. All of these campaigns were integrated with the e-commerce site and social media.