Shaping a warm, relatable digital identity through everyday storytelling
JAJU – Digital Visual Campaign for a Lifestyle Brand
From 2018 to 2022, I worked as the core creative lead for JAJU’s digital content, overseeing campaigns, product storytelling, and seasonal visuals. In 2020, the brand underwent a major rebranding to move beyond its naturalist image and build deeper resonance with Korea’s millennial generation. While the new identity was developed externally, I led its interpretation and implementation across digital platforms—crafting a consistent tone, motion-driven storytelling, and scalable content systems rooted in everyday life. My work helped establish JAJU’s distinct digital presence during a time of transformation.
Role
- Digital Art Director and Graphic Designer (2018–2022)
- Led concept development, styling, and storytelling for seasonal and campaign content
- Directed and executed photo shoots and video production, including short-form and interactive media
- Designed digital content for e-commerce, mobile, social media, and homepage banners
- Created scalable templates and content systems for cross-platform consistency
- Defined digital tone and visuals aligned with the post-rebrand positioning
- Led concept development, styling, and storytelling for seasonal and campaign content
- Directed and executed photo shoots and video production, including short-form and interactive media
- Designed digital content for e-commerce, mobile, social media, and homepage banners
- Created scalable templates and content systems for cross-platform consistency
- Defined digital tone and visuals aligned with the post-rebrand positioning
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
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
Challenge
- Translate JAJU’s renewed identity into a cohesive digital experience without existing marketing guidelines
- Connect with millennial consumers while staying true to the brand’s calm, functional values
- Rebuild visual systems that could scale across fast-changing SKUs and omnichannel touchpoints
- Maintain freshness and brand integrity over a 4-year content cycle
- Connect with millennial consumers while staying true to the brand’s calm, functional values
- Rebuild visual systems that could scale across fast-changing SKUs and omnichannel touchpoints
- Maintain freshness and brand integrity over a 4-year content cycle
Creative Approach
- Prioritized lifestyle storytelling through soft, natural imagery and seasonal themes
- Built structured content systems for agile rollout of campaigns and promotions
- Developed motion content (GIFs, interactive videos) to reflect a modern, independent lifestyle
- Applied color tone and layout systems to visually unify e-commerce and social touchpoints
- Balanced emotional warmth with product clarity for a relatable, premium brand tone
- Built structured content systems for agile rollout of campaigns and promotions
- Developed motion content (GIFs, interactive videos) to reflect a modern, independent lifestyle
- Applied color tone and layout systems to visually unify e-commerce and social touchpoints
- Balanced emotional warmth with product clarity for a relatable, premium brand tone
Outcome
- Successfully initiated JAJU’s digital rebranding by leading the development of a modern visual identity and content strategy
- Improved internal adoption of the new direction—addressing a key organizational challenge
- Built trust in our team’s ability to lead brand renewal efforts, shifting perceptions based on long-standing familiarity
- Secured a follow-up opportunity to lead JAJU’s next rebranding phase
- Personally meaningful as it validated our creative leadership and strategic capability to both internal and external stakeholders
- Improved internal adoption of the new direction—addressing a key organizational challenge
- Built trust in our team’s ability to lead brand renewal efforts, shifting perceptions based on long-standing familiarity
- Secured a follow-up opportunity to lead JAJU’s next rebranding phase
- Personally meaningful as it validated our creative leadership and strategic capability to both internal and external stakeholders
JAJU’s Digital Transformation: Engaging Millennials with a Fresh Identity
Digital Campaign
Shinsegae International Corp.
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
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
Photo and Film Shooting : HARU
