QV Skincare — Brand Governance & Promotional Campaigns
QV operates within a highly regulated brand system where trust, consistency, and clarity are critical. Across both promotional campaigns and core brand rollout, my role focused on applying design judgement — knowing where flexibility was appropriate, and where strict consistency mattered more than visual novelty.
Promotional Campaigns — Key Visual Design
Role: Designer (Campaign Concept → Execution)
Scope: Campaign KV, promotional artwork, retail adaptations
Tools: Figma, Illustrator, Photoshop, After Effects
Overview
For selected QV promotional campaigns, I designed the key visuals from scratch, creating artwork that balanced QV’s clinical credibility with more expressive, campaign-driven storytelling. These visuals were then adapted across retail and promotional touchpoints.
While core brand assets followed established guidelines, promotional campaigns allowed greater creative expression within QV’s visual framework.
Key Design Decisions
Treated promotional campaigns as controlled extensions of the brand, introducing visual variation without breaking recognition or trust
Prioritised consistency and repeatability for core brand assets to ensure clarity across large-scale retail and digital rollout
Chose to work within established brand systems rather than redesigning them, focusing on execution quality and longevity
Design Considerations
Designing for QV required balancing two competing needs: maintaining strong brand consistency while ensuring promotional work remained engaging and commercially effective. Decisions around layout, hierarchy, and colour use were made with brand trust in mind first, ensuring all assets felt unmistakably QV — regardless of channel or scale.
What I Owned
Campaign visual concept and direction
Composition, colour, and typographic hierarchy
Creative exploration within brand boundaries
Adaptation of KV across promo formats
Design Intent
Elevate campaign distinctiveness while remaining unmistakably QV
Create clear focal points for promotional storytelling
Ensure visuals performed across retail and digital placements
Outcome
Delivered campaign-specific visuals with stronger shelf impact
Provided flexible artwork that could be adapted across formats
Expanded QV’s visual expression without breaking brand trust
Core Brand POS — Brand Governance at Scale
Role: Integrated Designer (POS & Print)
Scope: Small–medium format POS and retail collateral
Tools: Illustrator, InDesign, Figma, After Effects
Context
QV’s core brand assets required strict adherence to brand guidelines to ensure consistency across national retail environments. My role focused on accurate, disciplined rollout of campaign and brand assets across multiple POS formats.
My Contribution
Adapted approved brand visuals across POS formats
Maintained typographic hierarchy and spacing integrity
Prepared production-ready files (bleeds, specs, colour profiles)
Supported fast campaign turnarounds with reliable execution
Why This Matters
In retail, clarity and consistency outperform creativity at the wrong moment. This work demonstrates my ability to apply restraint, precision, and system thinking when brand governance is critical.
Designing Across Both Modes
This work demonstrates my ability to:
Switch between creative leadership and brand stewardship
Design original campaign visuals and roll them out responsibly
Understand when to push creative boundaries — and when not to
Operate effectively within large, regulated brand ecosystems