BRAND DEVELOPMENT & MARKETING ROLLOUT
Ex Sunscreen
Ex is a conceptual brand and integrated marketing campaign for a fictional sunscreen product. The project includes the complete brand ecosystem, product and packaging design, advertising campaign, and social and print marketing materials.
The concept reimagines the sun as an "ex"—someone you want to avoid. By framing sunscreen as a way to "block your ex," the campaign transforms sun protection into a playful, relatable narrative aimed at a Gen Z audience. This concept informed every aspect of the brand, from the product naming and visual identity to the messaging, packaging, and campaign slogans, including the primary tagline, "Dump the sunburn. Ex the rays."
This project received an American Graphic Design Award in the 60th Annual GDUSA American Graphic Design Awards.
Roles Creative Director, Graphic Designer, Product Developer Programs Illustrator, Photoshop, Indesign Timeline 4 months
Brand Identity Exploration
The objective was to create a premium sunscreen brand that felt modern, minimal, and culturally relevant to a Gen Z audience. Rather than relying on the bright colors and playful graphics often associated with sun care, I wanted the brand to evoke the feeling of long summer days through a more refined visual language—neutral tones, lifestyle photography, and understated typography paired with clever, conversational copy. Initial concepts featured brighter color palettes, playful typography, and stronger beach-inspired graphics, but they lacked the elevated aesthetic I envisioned for the brand. Through multiple rounds of exploration, I found that a more restrained visual identity better supported the campaign concept while allowing the messaging and photography to become the focal point.
The naming also evolved throughout the process. Early concepts, including X-Ray and Oasis, explored different creative directions but ultimately didn't align with the simplicity and personality I wanted the brand to communicate. The final identity, Ex, provided a stronger conceptual foundation that could extend naturally across the visual identity, packaging, and campaign messaging.
Packaging Design
The final packaging reflects the brand's refined beach aesthetic through a neutral color palette, understated typography, and a clean visual hierarchy. Subtle tactile details, such as a textured box finish and an embossed sunscreen swatch, add depth while reinforcing the premium positioning of the product. The packaging remains simple and approachable, allowing the messaging and product information to remain clear without competing with the design.
The copywriting extends the central "Ex" concept across every touchpoint, transforming standard product benefits into playful, memorable messaging. Phrases like "Block Them," "Make Them Jealous," "Raise Your Standards," and "Say Bye to Toxic" each serve a dual purpose: communicating the product's key features while reinforcing the breakup-inspired brand narrative. Together, the visual identity and voice create a cohesive campaign that positions Ex as more than just another sunscreen—it becomes a memorable brand experience designed to resonate with a Gen Z audience.
Print Campaign
The print campaign extends the same minimal design language established throughout the brand identity. Across subway posters, magazine advertisements, and bus shelter displays, the focus remains on strong photography, concise copy, and clear product messaging. Rather than relying on excessive graphics or text, the campaign allows the imagery to carry the brand’s tone, reinforcing the relaxed, premium aesthetic while maintaining the playful and cool personality of the brand.
Social Campaign
The Instagram stories continue the campaign narrative through a structured product rollout. Beginning with an introduction to the brand, the series gradually reveals product features before concluding with a call to action. Lifestyle photography remains the focal point, supported by clean layouts and concise messaging that allow the concept and visual identity to speak for themselves.
