Elevating the conversation around intimate care.
Niches & Nooks
Role: Art Director
Brand: Maesa Beauty
OBJECTIVE
Reposition Maesa’s brand Niches & Nooks to appeal to a more aspirational, mature audience through an elevated and cohesive visual identity.
APPROACH
In partnership with Maesa’s brand and innovation teams, I conducted a full visual audit of the brand, refining and re-editing the existing image library to align with a more sophisticated aesthetic. I led the creative direction for new product launches, concepting and executing photoshoots while also leveraging AI to build a scalable, on-brand visual library. This work established a cohesive visual system across touchpoints, strengthening brand differentiation and positioning the brand for growth.
Art Director: Rachel Topping
Photographer: Anneka Bunnag
As the Art Director and primary designer on the Niches & Nooks account, I translated strategic and creative briefs into high-performing PDP assets that brought the brand's fragrance stories to life while supporting business objectives. I developed the photoshoot strategy, identifying all required content and visual storytelling opportunities, then leveraged the resulting imagery to create conversion-focused PDP experiences designed to increase engagement, communicate product value, and drive sell-through.
I was responsible for shaping the visual identity of the scent worlds, translating fragrance into immersive, sensory-driven storytelling. The goal was not to illustrate the scents literally, but to capture the moods, rituals, and emotional landscapes they inspire. To support this vision, I utilized AI to create bespoke assets where photography alone couldn't achieve the desired outcome, then carefully art directed the results to retain a sense of humanity. By layering in texture, imperfection, and relatable human touchpoints, I helped create imagery that felt tangible, evocative, and grounded in real experience.
