I ensured brand consistency for global applications and provided guidance to creative teams across DHC's offices in the US, UK, France, and Korea. This included directing photo shoots and overseeing marketing materials for worldwide distribution.

Context: DHC Corporation is a major Japanese manufacturer known for its skincare, cosmetics, and health food supplements. Based in Tokyo, Japan, and with a global presence, the company is particularly celebrated for its botanical-based skincare line, most notably the iconic DHC Deep Cleansing Oil.

Challenge: As companies expand their operations globally through regional branches, headquarters face challenges translating a unified brand vision into actionable, locally effective strategies while maintaining consistency and scalability.

My role: Drawing on my experience and understanding of both the European and Korean markets, I transitioned to the U.S. branch to provide creative guidance to local designers. In this role, I oversaw various projects and managed images for international use, delivering cost-effective creative solutions for global marketing initiatives and e-commerce campaigns.

Approach: I focused on strategic planning, execution, and design development for a wide range of integrated marketing campaigns to create a cohesive brand identity. My creative solutions were centered around addressing the unique needs of the market.

Outcome: The creative direction that resonated with the US, European, and Asian markets for photoshoots related to new product launches and best-selling items enabled the brand to reduce production costs by nearly one-third.