Direction
I led the strategy and worked in parallel with Regina on the visual system. That thinking continues into storefront refinement, ecommerce QA and launch readiness, using hierarchy and evidence instead of adding cosmetic noise.
03 / 09BRAND STRATEGY · E-COMMERCE
S17 Skincare
Three formulas, one calm and coherent routine
S17 is an ongoing brand and storefront programme built around three products and one routine. The work has to feel editorial and slightly clinical while still helping a new customer understand what each formula does and where it belongs.
Approved generated and derived campaign imagery is shown as art direction, not product photography.
- Year
- 2026
- Context
- Ongoing brand programme · Current Shopify storefront
- Disciplines
- BRAND STRATEGY, E-COMMERCE, ART DIRECTION
- Deliverables
- Brand strategy, Visual-system co-design, Campaign direction, Storefront refinement & QA, Shopify launch readiness
Result
A more coherent brand and commerce system across the live storefront: three distinct formulas, a legible ritual and a visual language that stays restrained enough for the product to lead.
Three products. One clear routine.
The system starts with the range architecture: cleanse, hold, finish. Keeping that order visible turns three separate formulas into one understandable ritual and gives every product a clear role.
Restraint with a job to do
Space and a narrow palette are not just a look. They separate claims from atmosphere, keep the product hierarchy readable and let the reflective packaging feel precise rather than loud.
Strategy carried into commerce
The programme is still active. Storefront QA, shipping setup and design refinement keep the brand system accountable to a real purchasing journey rather than treating launch imagery as the finished job.
Project details
Deliverables
Brand strategy, Visual-system co-design, Campaign direction, Storefront refinement & QA, Shopify launch readiness
Tools
Figma, Shopify, Next.js, TypeScript, Tailwind CSS
Credits
I lead brand strategy and work alongside Regina on the visual system, then carry that thinking into ecommerce QA and storefront refinement. Approved generated and derived campaign imagery is shown as art direction, not product photography.