JAJU Redefining Digital Presence

In 2020, JAJU underwent a rebrand to move beyond its naturalist image and connect more meaningfully with the millennial generation. The goal was to modernize the brand while staying true to its core values. As part of this transformation, the product lineup was restructured and a new brand identity was developed in collaboration with an external design agency. To translate this renewed identity into the digital space, I led the development and execution of JAJU’s digital marketing tone and art direction. My focus was on creating interactive videos, GIF content, and visually striking campaign photography, while refining the messaging to promote a healthy and independent lifestyle. This approach successfully strengthened JAJU’s digital presence, delivering a cohesive and engaging brand experience. By aligning content with millennial values and digital behaviors, we deepened consumer engagement and reinforced JAJU’s new identity in the market.

JAJU Reimagined: A Brand for the Millennial Generation

The brand identity design for JAJU (including the logo, color system, and core guidelines) was developed by E-types.
For transparency, you may also include the official E-types project link: https://e-types.com/work/all/jaju.

The newly transformed identity of self-reliance begins with a figure swag in all directions.
The logo represents the endless expansion and change of self-reliance

Successfully initiated JAJU’s digital rebranding by leading the development of a modern visual identity and content strategy

Significantly improved internal adoption of the new design direction—previously a major challenge within the organization

Built internal trust in our team’s ability to lead brand renewal efforts, which had been a concern due to our long-standing relationship with JAJU

As a result, secured a follow-up opportunity to lead the next rebranding campaign for JAJU

Personally meaningful as it proved our team’s creative credibility and strategic capability to both internal and external stakeholders

JAJU’s Digital Transformation: Engaging Millennials with a Fresh Identity
Digital Campaign
Shinsegae International Corp.

Task Scope: Digital Campaign
Partial Scope: Creative Direction
Sub Tasks: Art Direction, SNS Strategy, Digital Advertising (DA), Guidelines
Category: E-Commerce
Date of Completion: 2018–2022

Creative Direction: A FLOW
Photo and Film Shooting : HARU

My Role: Art Direction, Graphic Design
- Led digital art direction and tone development for JAJU’s rebranding
- Defined visual concept targeting millennial audiences
- Directed interactive content, motion assets, and campaign visuals consumers focused on wellness and independence
- Created brand guidelines and templates to support internal adoption
- Collaborated with marketing and client teams for cross-functional alignment