BRAND STRATEGY / CREATIVE DIRECTION / ART DIRECTION / PHOTOGRAPHY / SOCIAL CONTENT
TUA FACE FITNESS
FACE FITNESS, REIMAGINED.
A social-first campaign for TUA Face Fitness, an EMS facial toning device, translating an at-home beauty technology into a bright, approachable and visually distinctive brand experience.
THE STORY
BEAUTY TECH, WITHOUT THE CLINICAL FEEL.
TUA’s technology is rooted in EMS facial toning, but the campaign needed to feel more beauty and lifestyle than medical device. The creative direction focused on making the product feel approachable, playful and easy to incorporate into an everyday self-care routine.
I developed a colorful visual world around the device using illustration, product-focused imagery and lifestyle storytelling to demonstrate how TUA works without relying on overly technical or clinical visuals.
Early concepts explored different ways to show the product in use, highlight its key features and build a distinctive social presence before moving into production.
01/
MAKE THE DEVICE
THE HERO
Clean forms, saturated color and tactile environments transformed the device into a beauty object other than simply a piece of technology
02/
SHOW,
DON'T
EXPLAIN.
Lifestyle imagery demonstrated the product through use, pairing expressive beauty photography with clear visual cues for how TUA fits into a self-care routine.
02/
BUILDING THE VISUAL WORLD
AQUA. SKIN. MOVEMENT.
03/
DESIGNED FOR THE FEED.
SOCIAL
03/
THE CAMPAIGN
04/
REBRANDING STRATEGY
A NEW IDENTITY FOR A NEW ERA OF TUA.
TUA approached me to help reposition and refresh its identity as the brand evolved within the beauty-tech space. I developed a comprehensive rebranding strategy designed to create a more cohesive, contemporary and recognizable brand across consumer touchpoints.
The new direction balanced TUA’s foundation in science and EMS technology with a more approachable beauty and lifestyle identity. The strategy established a clearer visual and verbal system built around a fresh, inclusive and empowering brand personality.
I translated the strategy into a 69-page brand guidelines book, defining standards for brand positioning, logo usage, color, typography, photography, illustration, model direction, packaging, social media and digital communications. The system provided TUA with a framework for maintaining a consistent identity across future campaigns and customer experiences.
