Rebranding JAJU: Establishing a Calm, Millennial-Focused Digital Voice
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
Art Director and Graphic Designer (2018–2022)
Led concept development, art direction, and storytelling across seasonal campaigns
Directed photoshoots and motion content, including short-form and interactive media
Designed content for e-commerce, social media, and homepage banners
Built reusable templates and scalable systems for consistency across touchpoints
Established visual and tonal guidelines to reflect the new brand positioning
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
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
Outcome
Successfully localized and executed JAJU’s rebrand digitally, establishing a cohesive visual identity and brand tone
Improved internal alignment and increased confidence in the creative team’s leadership
Helped reposition the brand among millennial consumers and supported business growth across digital channels
Earned stakeholder trust, leading to a follow-up opportunity for the next phase of JAJU’s evolution
Personally rewarding project that affirmed our ability to translate strategic direction into impactful creative execution
Client: Shinsegae International – JAJU
Category: Campaign & Digital Rebranding
Scope: Art Direction, Digital Advertising, Content Systems, Visual Guidelines
Years: 2018–2022
