DHC SKINCARE
Reimagining a Japanese Beauty Brand for the U.S. Market
Role: Digital Creative Director
CHALLENGE
DHC was an established Japanese skincare brand with decades of heritage but limited resonance with U.S. consumers. The opportunity was to create a distinctly American brand expression while preserving the authenticity and restraint that defined DHC in Japan. The entire transformation, from strategy through execution, needed to be completed in just 90 days.
CREATIVE LEADERSHIP
Defined the U.S. Brand Expression
Developed a visual language inspired by Japanese principles of simplicity and craftsmanship, creating a brand identity that felt authentic without relying on cultural clichés.
Built the Brand Across Every Touchpoint
Led the creative direction and execution of the website, photography, print collateral, email system, digital marketing, and brand guidelines to create a unified customer experience.
Balanced Global and Local Perspectives
Partnered with U.S. marketing, developers, and external partners to ensure the creative reflected both market expectations and brand authenticity.
Elevated the Brand Experience
Introduced premium visual elements, including commissioned illustration, refined typography, and product photography, that reinforced the brand's luxury positioning.
RESULTS
Delivered a complete U.S. brand transformation in just 90 days.
Established a cohesive creative system spanning digital, print, photography, and brand guidelines.
Created a localized brand expression that respected DHC's Japanese heritage while resonating with U.S. consumers.
Built the creative foundation for future marketing and eCommerce growth.
