Campaign Design for Tatcha
Designed a 360 campaign for the launch of Tatcha’s Hinoki Ritual, capturing the essence of calm and intention through minimal, tactile-inspired visuals rooted in the brand’s luxury sensibility. I developed a system of assets that spanned social, email, web, out-of-home, and in-store touchpoints, ensuring a seamless, immersive experience that carried the same serenity from a phone screen to a city bus shelter.
I anchored the campaign in a single key visual, "The Hinoki Ritual", pairing intimate, skin-forward photography with a forest-green field and the Tatcha logomark. From that hero I built a flexible art-direction system: a deep-green palette (Pantone 447 C, Hinoki Emerald, Natura Ritual), a refined serif-meets-sans type hierarchy, and recurring cedar-leaf and water-droplet motifs that evoke the calm of a Japanese forest bath.
I designed a cohesive messaging framework, "Deep Hydration / Restore with Hinoki," "Hydration Meets Serenity," "Milky hydration for calm, soft skin", with a consistent "Get the Ritual" call to action, so every placement felt unmistakably part of one launch no matter the format or channel.
For social and digital, I produced a full content grid of feed posts, stories, and a complete display-banner set across leaderboard, skyscraper, square, and mobile sizes, each sized and re-composed to hold the campaign’s calm hierarchy while driving to the product page.
I extended the system into out-of-home and print: bus-shelter and BigBoard placements, a transit bus wrap, billboards, storefront window displays, and a pair of editorial launch posters, scaling the intimate photography up to street level without losing its quiet, premium feel.
The result is a unified, immersive launch ecosystem, one key visual and a documented art-direction system flexing across social, email, web, OOH, and retail, so the Hinoki Ritual arrived with a consistent sense of calm and intention across every customer touchpoint.