Each month, I develop a cohesive collection of digital and print assets for Pure + Simple’s seasonal campaigns and promotions. Working closely with CEO Kristen Ma, I translate the creative direction for each month into a visual system that feels consistent across every customer touchpoint, while staying true to the brand’s established identity.

For July, the creative direction centred around “Cool. Calm. Clear.”, bringing together seasonal facial promotions and summer skincare essentials. I carried this direction across digital banners, promotional posters, product-focused graphics, and social content, using consistent typography, colour, imagery, and art direction to make each piece feel connected while still serving its individual purpose.

A key part of my process is considering how the assets will work together rather than designing each piece in isolation. From campaign imagery and product photography to hierarchy, messaging, and layout, I aim to create a recognizable visual language that can adapt across different formats.

Through ongoing collaboration and feedback with Kristen, I refine each campaign from initial concepts through to final production, ensuring the monthly assets feel cohesive, intentional, and distinctly
Pure + Simple.