josephine le
sr. art director & designer based in toronto
EMAIL: REACHME@JOSEPHINELE.COMJosephine Le is a Sr. AD & Designer with 8+ years of experience in the luxury beauty, fashion, and wellness space. Her expertise includes visual identity, branding, email marketing, graphic design, and art direction, combining creativity with strategy to create impactful narratives.
THE DETOX MARKET
Role: SENIOR ART DIRECTOR
Case Study: BEST OF GREEN BEAUTY
Deliverables: Social Assets, Newsletters, Paid Ads, Art Direction, In-store Retail Signage, Packaging, Landing Pages, and more.
The Best of Green Beauty offers a curated selection of top products from The Detox Market, featuring best-sellers and the newest innovations in clean beauty. Each annual box showcases essentials catering to diverse needs, emphasizing quality, efficacy, and sustainability. Customers receive a thoughtfully designed mix of skincare, makeup, and clean beauty products known for their performance.
THE DETOX MARKET
Role: SENIOR ART DIRECTOR
Case Study: NEW GEN SKIN CAMPAIGN
Deliverables: Social Assets, Newsletters, Paid Ads, Art Direction, In-store Retail Signage, Landing Pages, and more.
New Gen Skin is The Detox Market’s latest skincare campaign, encouraging shoppers to embrace aging as part of their skin's journey. It celebrates life’s experiences through the decades: 20s, 30s, 40s, and 50s+, addressing concerns like acne, fine lines, dryness, dullness, firmness, sensitivity, and uneven skin tone. The campaign educates on the body's physiological changes and how products can address these issues, empowering customers to continue their skin’s story.
THE DETOX MARKET
Role: SENIOR ART DIRECTOR
Case Study: THE EDIT HOLIDAY CAMPAIGN
Deliverables: Social Assets, Newsletters, Paid Ads, Art Direction, In-store Retail Signage, Landing Pages, and more.
The Edit is The Detox Market's annual holiday campaign. This year, we promoted thoughtful gifting that fosters cherished moments and self-care, inspiring individuals to be their best selves. By embracing these values, we aim to enhance connections and well-being, making the season special.
PAVOI
Role: FREELANCE ART DIRECTOR & DESIGNER
Deliverables: REFRESHED BRAND GUIDELINES
Pavoi emphasizes the importance of creating quality, sustainable jewelry suitable for daily wear. Collaborating closely with the Brand Marketing Director, we developed updated brand guidelines aimed at refining the overall brand identity.
These guidelines enhance brand consistency and align visuals with Pavoi's sustainability and quality commitment. By emphasizing eco-friendly materials, unique designs, and versatility, the refreshed branding aims to resonate with the target audience, elevating Pavoi's market presence and strengthening connections with style and sustainability-focused customers.
437
Role: LEAD ART DIRECTOR
437 is a swim and activewear brand based in Toronto.
As Lead Art Director, my responsibilities included leading the creative direction for each collection, ensuring that our creative not only met aesthetic goals but also provided the necessary information to our customer base.
I streamlined the creative design process by implementing clear guidelines and collaborative practices, which fostered an environment of innovation and efficiency. Additionally, I was responsible for planning and communicating our vision to stakeholders, ensuring that every aspect of the collection aligned with our brand ethos and resonated with our audience.
CLOUDWATER
Role: FREELANCE ART DIRECTOR & DESIGNER
Deliverables: Refreshed Brand Guidelines, Landing Pages, Social Assets, and Paid Ads
Cloud Water empowers individuals to enhance their health and wellness. They offer sparkling beverages made with premium botanicals and natural ingredients aimed at balancing modern life's stresses and restoring well-being.
The brand completed a rebranding effort focused on its target audience's needs. This involved analyzing consumer insights to align messaging, visual identity, and products with core demographic expectations. By understanding audience traits and values, the brand seeks to strengthen connections and increase customer loyalty, driving engagement and growth in a competitive market.
PLAYBOY
Role: ASSOCIATE ART DIRECTOR & DESIGNER
Deliverables: Video Social Launch Assets
This issue's focus 'on speech' emphasizes the conversation around voice, power, and representation. Women and minorities must continually carve their narratives, requiring resilience and mutual support to foster inclusivity. Engaging with topics of sex, pleasure, freedom, and civil rights involves creating an environment where listening is essential. Allowing all voices to be heard is crucial for equity, bringing us closer to understanding and transformation.
MIAMI DESIGN DISTRICT
Role: ASSOCIATE ART DIRECTOR & PHOTOGRAPHER
Deliverables: Social Guidelines + Content Creation
The Miami Design District (MDD) stands out as a premier destination for both tourists and locals, renowned for its unique blend of innovative fashion, design, art, architecture, and dining. This vibrant neighbourhood offers a curated experience for visitors seeking a cultural and aesthetic journey.
jiudi
Role: PHOTOGRAPHER
Deliverables: Photography
JIUDI is a line of products designed to enhance personal expression. Committed to offering beauty and accessory options that are accessible both in physical spaces and digital environments, JIUDI aims to cater to diverse preferences and styling needs. By blending traditional and contemporary elements, this collection encourages individuals to showcase their unique identities through thoughtfully crafted products.
augustinus bader
Role: PHOTOGRAPHER
Deliverables: Photography
Augustinus Bader is a luxury skincare brand recognized for its innovative formulations and commitment to quality, using science and regenerative medicine. Its content creation reflects luxury while educating and engaging the audience, leveraging high-quality visuals to enhance its competitive position in the market.