AP Beauty Launch

PROJECT OVERVIEW

Launched AP’s U.S. rebrand in 4 weeks across web, email, paid media, and Amazon.

PROJECT TYPE

U.S. Brand Launch · 360° Creative Direction

MY ROLE

Creative Lead · Art Director

CLIENT

AP Beauty

U.S. Digital Flagship

An Offline Brand Goes Digital-First

Adapted AP’s global brand identity into a responsive U.S. website, balancing immersive storytelling with clear product discovery.

Digital Design System

From First Template to Figma Library

Built a flexible visual system across typography, color, UI components, and responsive layouts to ensure consistency across every digital touchpoint. Designer: Hayeon Gong, Tiffany J.

Mobile-First Experience

Launched Amazon Boutique in 4 weeks

Storefront, 7+ collection pages, and 280+ PDP thumbnails redesigned with copy, legal, and marketing to carry US-compliant claims. Designer: Hayeon Gong

Expanding the Digital Ecosystem

Site to Amazon, Launch After Launch

The site and first-ever email program in four weeks. The Amazon Boutique in 30 days. A department store debut alongside. Every launch this brand needed, delivered.

Product Design: The Skin Analysis Module

AI-Powered Personalized Skin Analysis

Developed an interactive skin analysis experience that guided customers toward personalized product recommendations and deeper brand discovery. Designer: Hayeon Gong

Experiential Launch: Department Store & Off-Site Event

Extended the digital launch into a cohesive in-person brand experience.

Created launch materials and event collateral for AP Beauty’s first U.S. department store launch, connecting the digital campaign to the in-person brand experience. Designer: Hayeon Gong / Product Designer: Sophia Kim

Always-On Digital Promotions

Built a connected promotional ecosystem from storytelling to conversion.

Delivered four to six monthly promotions across CRM, email, social, and paid media, connecting performance marketing and content creation. Lead Designer: Hayeon Gong

Always-On

Content Creation, Adopted Globally

I created all content from concept through post as art director and producer both: sourcing photographers, video editors, and retouchers, coordinating with the digital team, and working with HQ to align products and the content calendar. HQ later requested the work for official global use.