QV Skincare — Brand Governance & Promotional Campaigns
Preserving pharmaceutical brand integrity while driving scalable promotional campaign rollouts across national retail pharmacy networks.
Promotional Campaigns:
From Concept to Retail Floor
Role: Designer (Campaign Concept → Execution)
Scope: Campaign KV, promotional artwork, retail adaptations
Tools: Figma, Illustrator, Photoshop, After Effects, GenAI
The Brief & Strategic Challenge
Existing promotional assets felt generic and lacked brand harmony. The realistic photography often clashed with flat vector backgrounds, creating a "patchy" and disconnected aesthetic that didn't feel uniquely "QV."
The Strategy
Vector-Driven Visual Hierarchy
Given the short development cycles for promotional campaigns, we adopted a modular, vector-based design system. This allows for rapid iteration and infinitely scalable assets that can be reformatted for any POS dimension without demanding expensive reshoots, ensuring brand-safe storytelling and cost efficiency.
The Solution
Modular Visual Toolkit
Infinite Scalability: Vector assets guaranteed zero raster degradation, allowing immediate reformatting from compact shelf-talkers to massive pallet headers.
Component-Based Hierarchy: Built as distinct modular assets (graphic icons, promotional lockups, color ramps) that could be freely repositioned across diverse retail ratios without disrupting visual balance.
Streamlined Approvals: Brand-safe elements ensured rapid compliance sign-off across medical and commercial stakeholders.
The Execution
Multi-Touchpoint Retail Rollout
Translating the conceptual campaign key visual into shelf-ready, commercially compliant point-of-sale materials required precision pre-press engineering and structural adaptation across high-traffic pharmacy environments.
Retail-Specific Adaptation: Customising designs for exclusive Chemist Warehouse placements, including high-visibility gondola ends and digital headers.
Key Visual Design: Developing the core creative from scratch, ensuring the QV Ceramides range remains the focal point within complex promotional layouts.
Dynamic Rollout: Adapting the master creative into animated social tiles, and large-format in-store displays, optimising every asset for performance and brand consistency.
The Efficiency
Templatised Speed & Campaign Scalability
The true value of this design approach was repeatability. Rather than treating the summer campaign as a one-off asset, the underlying structural logic was templatised to support continuous quarterly marketing cycles.
Rapid Campaign Turnaround: Subsequent retail campaigns utilised the same modular structural grid, drastically reducing ideation and production hours.
Turnkey Asset Adaptation: Standardized typography hierarchies, clear promotional badge zones, and consistent product safe areas allowed seamless adaptation across varying product categories.
Cost Efficiency: Eliminated repetitive concept-development costs, establishing a robust framework that marketing teams could reliably execute against on tight deadlines.
Workflow Evolution
AI-Assisted Art Direction
The Opportunity: Beyond Vector Constraints
While the original vector system solved the challenges of speed, consistency, and scalability, high-tier retail campaigns often benefit from tactile, editorial lifestyle imagery. Historically, achieving this look required dedicated photo shoots, location scouting, and multi-week production timelines that are unfeasible for rapid retail cycles.
Generative Workflow Integration
To push visual boundaries beyond vector elements, I integrated generative image workflows to synthesize studio-grade product environments from raw packshots. By utilizing spatial prompting, composition conditioning, and negative space control, I produced photorealistic lifestyle scenes tailored for modular text layouts and retail hierarchies.
What I do
CAPABILITY PORTFOLIO
Brand Governance:
Ensuring all promotional and core assets strictly adhere to brand guidelines across diverse media.
Technical Performance:
Optimising high-fidelity graphics for large-format print and fast-loading digital environments.
Systemic Execution:
Translating master concepts into scalable POS and digital kits for national retail distribution.