KEPSUUL

Creative Director

2021 - Current

As Creative Director for KEPSUUL, I led the creative direction for the brand launch and market entry with major national distributors, including Wayfair, The Home Depot, Lowe's, Bed Bath & Beyond, Walmart, and more.

I directed multiple campaigns across digital, social, and pop-up platforms, emphasizing the product's customizable design and versatile applications.

What I Did

Brand Launch, Creative Leadership, Concept & Product Development, On-Set Art Direction, Website Design, Ad Campaign, Photography, Editing, and Marketing.

Where it’s Featured

kepsuul.com and social channels, National distributor websites (The Home Depot, Wayfair, LOWE’s, Bed Bath and Beyond, Amazon, Overstock), Print Publication (Palm Springs Life Magazine)

The Results

Landing Page

Since the brand's 2022 launch, I have led the creative direction for the in-house design team. My key responsibilities included developing concepts, designing and updating the website, directing photoshoots, styling sets, and creating concepts informed by market trends.

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  • 2024 "Home"

  • 2024 Autumn

  • 2024 KROMA

  • 2024 The "L" Bracket

  • 2023 "Home"

  • 2023 The KROMA

  • 2023 Green Living

  • 2023 For Any Version of You

  • 2023 Plants & Memories

  • 2022 Furniture that Becomes You

  • 2022 Launch

2024 “House”

For the annual main campaign shoot, I set the tone and visual direction for the year's marketing. The content from the shoot is used throughout the year in various marketing initiatives and promotions, so I wanted to ensure it would be easily adaptable to different markets and situations. I focused on creating a clean, modern look for all the photos, using a neutral color palette with green accents to provide a calm, inviting atmosphere that introduces color subtly without overwhelming the viewer.

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  • The Kitchen

    I highlighted its room divider functionality while subtly hinting at the development of a new wine rack.

  • The Kitchen

    I demonstrated its various configurations while maintaining a cohesive look by keeping most of the beams at the same height, with only one offset.

  • The Serene Nook

    I showcased all available models in one photo, and created a serene nook where one could spend a restful Sunday afternoon, surrounded by their personalized space.

  • The Bathroom

    I accentuated its space-saving qualities by showcasing the module built above the toilet and around the towel rack, demonstrating how it can seamlessly integrate with existing elements of the space.

Introducing The Standard

Based on customer feedback and collaboration with the R&D team, a new model was developed. My task was to differentiate the new model from its predecessor while ensuring the previous version, which was still on the market, remained relevant.

To address this, I rebranded the older model as 'The Classic,' positioning it as a timeless option, and promoted the new model as 'The Standard,' emphasizing its updated features and improvements.

Additionally, I highlighted unique add-on features exclusive to the older model, creating a balanced narrative that showcased the value of both products.

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  • Highlighting Different Building Style.

  • Maintaining a consistent look for the product shots while introducing varied visual interest through bold black-and-white contrasts of props.

  • Showcasing various ways to customize the shelf to fit different needs.

  • Bold contrast to emphasize the product, utilizing its black frame as a graphic element.

  • New List Item

The Product

As customizable modular furniture, it was important to showcase its versatile usage, even through the product shots. To avoid visually limiting its potential applications, I presented the products with a clean and minimal look, allowing people to imagine them in any space. At the same time, I provided examples of its use that audiences could easily relate to and connect with their own needs.

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Retail

For the Retail Usage Campaign, I aimed to suggest various ways to apply the KEPSUUL system beyond typical home uses. After collecting data from current users and conducting research, my team and I developed concepts for different commercial and retail applications of KEPSUUL. Through a series of photoshoots in diverse sets, we effectively showcased how the system can be adapted for different users with commercial setups in mind.

  • Retail Store

  • Mall Kiosk

  • Dog Day Care

  • Trade Show Booth

  • Yoga Studio

The KROMA

The release of the new KROMA collection, featuring Color Panels and Reversible Color Door Sets, was designed to complement the KEPSUUL System. For this campaign, my creative focus was on highlighting the gloved hand as a central element, using it to draw attention to the actions being performed. The gloved hand demonstrates the various functions of KEPSUUL while also emphasizing the chromatic nature of the KROMA collection.