When Rootist Haircare sponsored Focus Art Fair in Manhattan in 2024, where I led cross-functional collaborations in creative direction, planning, management, and event execution. Working alongside cLABS, the PR team, and Rootist, I oversaw visual content creation, booth deco, on-site operations. To reflect the brand’s ethos and the fair’s sustainability theme, Rootist partnered with emerging artist LOWA, whose work also highlights sustainability.

To elevate the Rootist brand and its sustainability collaboration with artist LOWA beyond a traditional booth at the Focus Art Fair, I introduced the idea of serving a unique hors d’oeuvres during the VVIP event. Partnering with Michelin-experienced Chef Kiki, we developed “Link Link,” an artistic culinary concept. This short film, purposely directed & created in a studio setting, was showcased behind the serving booth at the fair.

From visual and editorial content creation to brand identity development, photography, video production, location shoots, and webdesign & ongoing site maintenance, the website reflects the Morae Packaging’s prestige, elegance, and functionality as well as cLABS capability. With a clean, user-friendly UX/UI design, it effectively showcases the services offered. Explore the live website via the link below.

ART DIRECTION: To reflect the brand’s groundbreaking innovation in skincare, to challenge the stereotype of an outdated, dry, and uninspired industry, the design features a sleek, modern, and premium aesthetic. Using a minimal color palette, tone-on-tone themes, and a contemporary typeface, it stands out from competitors and sets a new benchmark in the skincare manufacturing.
Design and Photography was done by in-House Talents.

This limited edition packaging was created to commemorate the legendary golfer Gary Player at his 2023 event in Florida. Reflecting his timeless elegance and professionalism in sports, the design emphasizes a reserved yet stylish and prestigious aesthetic. A refined color palette of black and copper gold was chosen to embody these qualities and celebrate his iconic status.
Design and Photography was done by in-House Talents.

LOGO & BRAND IDENTITY: cLABS stands for Creative LABS. It was named as a creative counterpart to iLABS (Innovation Labs), a skincare manufacturing company. It was created to provide visual contents to the founder’s entities and to grow beyond, representing functional design and creativity. Drawing inspiration from the iLABS logo, which I also designed during the launch, I retained its form and color to create a cohesive and unified brand identity for cLABS.