JOOCYEE

2025 - present

JOOCYEE is a Chinese premium beauty brand under JOY Group, positioned for a middle to upper-market audience—targeting consumers who appreciate high-quality products, understated aesthetics, and an indie, low-key brand presence rather than loud marketing. The brand emphasizes refined visuals, thoughtful storytelling, and a strong sense of identity.

I was promoted to Visual Design Lead for JOOCYEE ahead of its Indonesian launch at Harper’s Bazaar Beauty Event (Beautysity) in September. From that point onward, I took full ownership of the brand’s visual direction, overseeing e-commerce PDPs, livestream visuals, social media design, offline design ideation, daily communicating with the Chinese HQ Team for alignment, CPAS/Ads creatives, and campaign executions.

A key challenge of this role was managing JOOCYEE’s phased launch strategy. Although newly launched, each phase introduced 5–10 products at once, with only a short gap between phases, Phase 1 in October followed closely by Phase 2 in December. This required strong planning and scalable visual systems to support rapid product rollouts while maintaining JOOCYEE's refined, premium brand identity across all touchpoints.

Key Achievements:

Promoted to Visual Design Lead, managing and mentoring a creative team of 2 with full responsibility for task delegation, quality control, and on-time delivery
Owned JOOCYEE’s end-to-end visual direction, translating brand strategy into cohesive visuals across campaigns, launches, and always-on content
Led visual execution across e-commerce, social media, key visuals,
livestream, and offline touchpoints
Served as Creative PIC for JOOCYEE’s brand launch at Harper’s Bazaar Beautysity, overseeing key visuals, event collaterals, and on-site branding
Designed and executed visual assets for JOOCYEE x Heeseung (ENHYPEN) collaboration, ensuring IP compliance, brand safety, and alignment with K-pop artist positioning
Adapted commercial visuals to meet global fanbase expectations across e-commerce, social, and campaign platforms
Coordinated closely with China HQ and local teams to localize global brand guidelines while maintaining brand integrity
Collaborated cross-functionally with Marketing, E-commerce, Social Media, and Live Streaming teams to align creative output with business goals
Supported phased product launches and major commercial campaigns with scalable, performance-driven visual systems
Grew JOOCYEE’s Instagram 8,000++ followers in 4 months