Josie Maran – Pure Power Serums
ROLE: Art Director
AGENCY: GATES Creative
Pure Power Serums is a clean beauty launch from legacy clean beauty brand Josie Maran. As art director at GATES Creative, I led the campaign identity, photoshoot direction, and rollout—crafting a visual world rooted in nature and authenticity. Shot against Malibu’s coastline, the campaign pairs light, airy imagery with skin-focused storytelling, highlighting real texture and natural glow. The result is a system that builds trust, speaks to a younger demographic, and reinforces Josie Maran’s commitment to clean, effective beauty.
Campaign Guidelines
The identity leans into clean design, light-filled photography, and nature-forward settings. The campaign focuses on educating audiences about function while evoking emotional connection. Typography and layouts are kept minimal, ensuring attention remained on product, skin, and nature.
Logo
The logo is designed with a subtle, goop-like texture to mirror the serum itself—fluid, tactile, and natural. This detail underscores the clean beauty ethos while resonating with
a younger, ingredient-conscious demographic. Both functional and aesthetically pleasing, it aligns seamlessly with the product’s positioning.
Online
The launch landing page carries the same balance of education and aspiration. Imagery showcased the product in natural environments alongside luminous, dewy skin.
The content guides users through benefits and usage. Simple, clear, and intuitive—designed to earn trust while inspiring use.
