PURE + SIMPLE
At Pure + Simple, I work across both design and social media, creating everything from campaigns and print materials to digital content, packaging, and social assets. My role allows me to bring ideas from concept to execution while keeping the brand consistent, thoughtful, and engaging.
PURE + SIMPLE
At Pure + Simple, I work across both design and social media, creating everything from campaigns and print materials to digital content, packaging, and social assets. My role allows me to bring ideas from concept to execution while keeping the brand consistent, thoughtful, and engaging.
WORKS FROM 2025-2026
TYPE OF WORK
DIGITAL | PRINT | SOCIAL MEDIA
8.5 x 14 Paper Service Menu Revamp
I led the redesign of Pure + Simple’s 8.5 × 14 service menu, taking the project from initial concept and layout development through revisions and final production. Working closely with my manager, I was responsible for organizing a large amount of service information into a format that felt clear, approachable, and consistent with Pure + Simple’s existing brand identity.
Because the menu would be used across seven spa locations, accuracy and consistency were a major part of the process. I communicated with each spa to review service offerings, pricing, treatment details, and location-specific information, making revisions as needed to ensure the final menus were accurate before going into production.
The project required balancing functionality with visual design, using typography, hierarchy, imagery, colour, and spacing to make a content-heavy menu easier for clients to navigate. I managed the design and revision process through to the final print-ready files, creating a cohesive system that could work across multiple locations while accommodating the individual needs of each spa.
WORKS FROM 2025-2026
TYPE OF WORK
DIGITAL | PRINT | SOCIAL MEDIA
8.5 x 14 Paper Service Menu Revamp
I led the redesign of Pure + Simple’s 8.5 × 14 service menu, taking the project from initial concept and layout development through revisions and final production. Working closely with my manager, I was responsible for organizing a large amount of service information into a format that felt clear, approachable, and consistent with Pure + Simple’s existing brand identity.
Because the menu would be used across seven spa locations, accuracy and consistency were a major part of the process. I communicated with each spa to review service offerings, pricing, treatment details, and location-specific information, making revisions as needed to ensure the final menus were accurate before going into production.
The project required balancing functionality with visual design, using typography, hierarchy, imagery, colour, and spacing to make a content-heavy menu easier for clients to navigate. I managed the design and revision process through to the final print-ready files, creating a cohesive system that could work across multiple locations while accommodating the individual needs of each spa.
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.
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.
Monthly Digital / Print Assets
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.
Monthly Digital / Print Assets
Monthly Digital / Print Assets
Social Media Production/Creation
As Pure + Simple’s Social Media Coordinator and Designer, I help bring the brand to life through photo and video content created specifically for social media. I’m involved throughout the production process, from developing content ideas and planning shoots to filming, photography, directing shots, and creating the final content for Instagram and TikTok.
I work closely with our spa teams to capture treatments, products, estheticians, and behind-the-scenes moments in a way that feels authentic to the Pure + Simple brand. Each shoot is approached with the platform and final deliverable in mind, considering composition, lighting, movement, storytelling, and how the content will work within the larger monthly social plan.
Alongside content production, I edit short-form videos, create Reels and TikToks, develop supporting graphics, and adapt content across platforms. My goal is to balance polished brand visuals with more natural, engaging content that feels native to social media while maintaining a consistent visual identity.
View the work:
Instagram — @pureandsimpleca
TikTok — Pure + Simple
