Unico
Brand Content & Launch Strategy
SCOPE Brand, Web, Social, Retail
ROLE Art Direction + Design
A premium brand, content, and consumer education system for a medical-inspired at-home skincare technology line spanning product storytelling, social content, AI-assisted campaign assets, packaging, retail displays, and web experience direction.
01 / THE POSITIONING
From device launch to brand ecosystem
Unico needed to translate its flagship product, the Energetic Laser Pulse, as a technical, medical-inspired device into a luxury at-home treatment experience. The creative system had to balance science, beauty, proof, and daily usability without feeling overly clinical or intimidating.
Brand Development
1
Unico’s visual and messaging foundation was shaped around luxury beauty-tech, consumer trust, and medical-inspired innovation.
Product Storytelling
2
Built educational content around the Energetic Laser Pulse, including mode explanations, feature callouts, and usage-driven messaging. Leveraging education as conversion, device features, benefits, usage, and proof points were organized into digestible content moments.
Art Direction System
3
Guided shoots through moodboards, creative briefs, AI-assisted concepts, product styling direction, and final asset needs. Elevated visuals and clear messaging reduced the distance between advanced technology and the consumer routine for a premium but approachable tone.
Commercial Touchpoints
4
Extended the launch across website direction, social, UGC briefs, retail display design, campaign assets, and internal education. Assets were developed for website, social, campaigns, internal training, and sales enablement for a scalable content engine.
02 / VISUAL DIRECTION
A luxury tech world with warmth and precision
Unico needed to translate a technical, medical-inspired device into a luxury at-home treatment experience. The creative system had to balance science, beauty, proof, and daily usability without feeling overly clinical or intimidating.
Dark studio lighting and close product interaction communicate the device as a luxury skincare investment.
Premium product portraiture
Feature Clarity
Detail-led compositions help explain how the product works without relying only on dense copy.
Refined model and product compositions helped support content exploration before full production assets were available.
AI-assisted launch imagery
03 / CONSUMER EDUCATION
Turning technical features into a clear product story
For high-ticket beauty-tech deviceS, the educational flow becomes part of the brand experience.
Introduce the promise
1
Lead with the refined at-home treatment experience before moving into technical proof points.
Explain the technology
2
Break down the sapphire cooling surface, pulsed light, wavelength language, and treatment modes into approachable visual callouts.
Show the routine
3
Use model-led demonstrations and application imagery to make the device feel intuitive and easy to integrate into skincare.
Build trust
4
Layer in results messaging, social proof, UGC, retail education, and sales-team support materials.
04 / SHOOT DIRECTION
Art direction built for multiple content needs
The photo and video work supported more than aesthetics. Assets needed to function across brand storytelling, product education, employee training, social proof, product pages, and campaign touchpoints.
05 / CATALOG EXPANSION
Scaling the visual system across beauty-tech devices.
As an ongoing project, I have been leading the art direction and development for Unico’s other beauty-tech devices that are being added to its catalog.
06 / RETAIL + SALES ENABLEMENT
Bringing the digital story into a physical sales environment
I designed an in-store display system that translated the brand’s digital story into a more tangible retail experience. The display was created to support product education at the point of sale, giving customers a clearer understanding of the device, its technology, its value, and encouraging interaction with the ELP before making a high-consideration purchase.
Paired with UGC-style content, demo visuals, and social proof, the system helped bridge the gap between curiosity and confidence, showing the product in use, reinforcing trust through real-world content, and making the investment feel worth it.
In-Store Acrylic Display
A retail touchpoint that combines product presentation, education, claims hierarchy, device styling, and luxury environment cues.
Social Proof + Packaging
UGC-style content builds confidence around the investment while keeping the product visually premium and tangible.
07 / AI-ASSISTED CREATIVE WORKFLOW
To support Unico’s product launch timelines and production budget, I integrated AI-assisted creative workflows into the asset development process as a tool for faster conception, visual alignment, and launch preparation. Before and after final photography was produced, I art directed and refined AI-generated model and product imagery to create polished visual references and supporting assets for web, social, and campaign development.
