Lately I’ve been working on something I call “Curative Intelligence,” and this is the first time I’m using that approach for a paid project.

The team came to me because they wanted something that didn’t feel generic. Instead of following the usual branding process, they were open to experimenting, exploring different directions, and pushing the capabilities of AI before landing on the final logo design.

They wanted to see how far we could take it, and were willing to take that leap of faith by moving away from the traditional routes to creating a winning brand design.

For me, this project wasn’t just about designing a logo. It was about giving experimentation, AI, and creative intuition the same space in the process.

The chunky wordmark with the cut-in notch is memorable. How much of the final shape came from the AI explorations?

Indie Lee — Welcome Email Strategy & Redesign

Overview

A speculative email strategy and redesign project for Indie Lee, created to practice customer research, email strategy, copywriting, and email design for a beauty/skincare brand.

The Challenge

The original welcome email strongly emphasized the first-order discount and encouraged subscribers to shop.

I identified a potential customer barrier:

“What should I buy, and how do I know what's right for my skin?”

My Strategy

I redesigned the email around a more customer-focused journey:

Customer problem → Personalized guidance → Trust → Social proof → Offer

What I Changed

Added messaging around product-selection uncertainty.

Introduced personalized skincare consultation as a solution.

Strengthened the customer-focused messaging.

Added founder storytelling to build trust.

Added social proof around customer desires such as hydration and glow.

Kept the 30% first-order offer as a conversion incentive.

Reorganized the email to create a clearer path toward purchase.

Speculative concept created for portfolio purposes. Not affiliated with Indie Lee.

Starting from the new subscriber's question is a smart way to frame the welcome email.