Introduce a flagship product without reducing luxury to a feature list.

The SLX 360 Outboard launch needed to communicate performance, comfort and design in a voice that felt unmistakably Sea Ray. The campaign had to remain elevated while adapting across formats with very different content demands.

A restrained system built around confident contrasts.

Black editorial fields, precise typography and cinematic boating photography create a premium framework. Benefit-led messages such as “Power can have pulse” and “Comfort can be commanding” transform product attributes into concise emotional statements.

One launch language, adapted by channel.

Each touchpoint uses the same core ingredients with a channel-specific hierarchy. Social emphasizes pacing and discovery, Stories deliver immediate benefit-led messages, email supports deeper consideration and the web hero establishes the launch at a glance.

Functional, but no longer distinctive.

Lowe had built a strong reputation around reliable, affordable aluminum boats. Yet the existing creative direction felt dated and increasingly disconnected from younger, lifestyle-driven hunters. The opportunity was not to make the brand louder, but to make it feel more relevant and emotionally credible.

Hunters don’t just buy boats. They buy trust.

Competitive analysis showed a category crowded with toughness, tradition and feature claims. Lowe could differentiate by demonstrating that the brand understood the hunter’s mindset, environment and need for equipment that feels dependable rather than performative.

Blend in to stand apart.

The campaign concept, “Hidden in Plain Sight,” drew from the new Mossy Oak camouflage patterns and reframed camouflage as a symbol of intelligence, precision and belonging. The visual system paired organic camouflage fields with disciplined typography and direct messaging.

• Earth-toned, swamp-inspired palette
• Camouflage integrated into layouts and typography
• Authentic hunting environments over polished studio staging
• A message centered on stealth, utility and identity

A new direction with room to scale.

The campaign elevated Lowe’s visual perception while retaining its affordability and authenticity. “Hidden in Plain Sight” also established a reusable creative theme for future hunting-focused communication within the Lowe brand family.

From model code to lifestyle idea.

The value pontoon category was dominated by either dry specification-led messaging or aspirational luxury. LS had the chance to occupy the space between them: stylish, social and attainable. The problem was that the name itself carried no emotional meaning.

People weren’t asking for another pontoon name. They wanted more reasons to get on the water.

For first-time boaters, boating can feel financially and culturally out of reach. The campaign needed to lower that barrier without diminishing the quality or appeal of the product.

Make LS mean something.

Instead of avoiding the plainness of the name, the concept turned it into a flexible storytelling device:

• Long Summers — endless days on the water
• Life is Sweet — celebrating simple pleasures
• Limitless Smiles — joy without barriers

This system gave the campaign a recognizable structure while allowing each execution to express a different emotional facet of the product.

Scenes that feel like memories, not advertisements.

The photoshoot direction emphasized warm natural light, candid interactions and motion. The goal was to show families and friends sharing believable moments, giving the LS story a human center rather than treating the boat as an isolated product object.

A focused identity system built to remain coherent across every touchpoint.

A tactile identity system built around collectible embroidered patches. The work balances a utilitarian visual language with playful object-based storytelling, allowing the brand to live consistently across physical merchandise, labels and graphic applications.

Distinctive enough to be remembered. Systematic enough to scale.

The project balances a clear central idea with a controlled set of typographic, graphic and material decisions. Each application is treated as part of one coherent system rather than as an isolated composition.

A focused identity system built to remain coherent across every touchpoint.

A restrained luxury identity for an independent hair salon. The system uses refined typography, a controlled neutral palette and editorial composition to communicate confidence and craft without relying on conventional beauty-industry ornament.

Distinctive enough to be remembered. Systematic enough to scale.

The project balances a clear central idea with a controlled set of typographic, graphic and material decisions. Each application is treated as part of one coherent system rather than as an isolated composition.

A focused identity system built to remain coherent across every touchpoint.

A warm, contemporary café identity informed by Korean visual culture and the intimacy of a neighborhood gathering place. The system combines a flexible wordmark, friendly graphic devices and tactile applications across signage, packaging and motion.

Distinctive enough to be remembered. Systematic enough to scale.

The project balances a clear central idea with a controlled set of typographic, graphic and material decisions. Each application is treated as part of one coherent system rather than as an isolated composition.

A focused identity system built to remain coherent across every touchpoint.

A personal illustration series exploring character, atmosphere and visual storytelling. The work uses simplified form, deliberate color relationships and editorial framing to turn everyday school moments into expressive narrative scenes.

Distinctive enough to be remembered. Systematic enough to scale.

The project balances a clear central idea with a controlled set of typographic, graphic and material decisions. Each application is treated as part of one coherent system rather than as an isolated composition.

A focused identity system built to remain coherent across every touchpoint.

A precise, technical identity for a dental laboratory. The visual system translates accuracy, material expertise and clinical reliability into a clean brand language that can function across professional communication and operational touchpoints.

Distinctive enough to be remembered. Systematic enough to scale.

The project balances a clear central idea with a controlled set of typographic, graphic and material decisions. Each application is treated as part of one coherent system rather than as an isolated composition.

A focused identity system built to remain coherent across every touchpoint.

A packaging exploration focused on creating a coherent family across multiple beauty products. Hierarchy, color coding and graphic repetition help each item remain individually recognizable while preserving a consistent shelf presence.

Distinctive enough to be remembered. Systematic enough to scale.

The project balances a clear central idea with a controlled set of typographic, graphic and material decisions. Each application is treated as part of one coherent system rather than as an isolated composition.

My first end-to-end UI/UX case study.

Time to Bus was created during my senior year as a university capstone project. It represents an early exploration of product thinking—moving beyond visual communication to consider user needs, task flow, information hierarchy and interaction.

Reducing uncertainty in a time-sensitive transit experience.

Bus riders often have to interpret schedules, arrival information, routes and walking time while already under pressure. The concept explored how a mobile experience could present the most important information first and help riders make faster, more confident decisions.

Organizing the experience around the rider’s immediate question: What should I do next?

The project considered the journey from finding a nearby stop to understanding the next arrival and preparing to leave. The interface direction prioritized clear timing, recognizable routes and a focused hierarchy rather than exposing every transit detail at once.

An early project that shaped how I approach design systems and user needs today.

The visual language reflects the period in which it was created, but the project remains important as my first structured attempt to connect research, navigation and interface design. In a future iteration, I would validate the core flow with current riders, account for accessibility and service disruptions, and rebuild the interface using a contemporary component system.