For Joyful Heart, a brand fusing Western fashion with the textures and narratives of the West African Diaspora, I developed a content concept rooted in storytelling through both clothing and environment. The campaign explored the textured garments styled in everyday creative scenes like skating and videography.

Strategy: Customer Segmentation allowed us to focus on translating the brand's emotional core-joy, care, and balance-into visual language for their website and social platforms.

Execution: Produced a polished lookbook and a landing page video for the website's launch, using soft natural tones and lifestyle elements.

Results: Provided high-conversion visuals for e-commerce and strengthened Joyful Heart's emotional connection with customers—solidifying its evolving visual identity.