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Most fragrance brands sell products. Aurelle needed to sell a feeling.
I developed the full creative direction for Aurelle's social media repositioning, moving the brand from mass-market to premium lifestyle. That meant building a visual system around three content pillars: sensory rituals, intimate everyday moments, and curated brand spaces.
The work covered photography direction, composition systems, color palette, styling principles, and emotional storytelling themes, everything a content team needs to show up consistently and feel luxury without trying too hard.
This is a concept project, creative direction, visual strategy, and AI-assisted imagery directed by me. Here is the full project.
What's a brand you think nails the "sell a feeling, not a product" approach? Drop it in the comments, I'd love to see what's inspiring people right now.
The network for creativity
Join 1.25M professional creatives like you
Connect with clients, get discovered, and run your business 100% commission-free
Creatives on Contra have earned over $150M and we are just getting started
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Excited to share my latest branding project — AUREL STUDIO.
A home fragrance brand inspired by sensory memories, atmospheric spaces, and the emotions connected to place. The identity combines editorial minimalism, earthy tones, and a refined quiet luxury aesthetic to create an immersive and timeless brand experience.
Would love to hear your thoughts! 🤍
Design is no longer confined to interfaces.
As a UX/UI designer, I’m increasingly interested in how brands communicate their products before a user even clicks, scrolls, or interacts.
This project explores AI-assisted product visualization — combining creative direction, composition, branding, and design principles to create high-end commercial-style imagery.
The goal isn’t to create “AI art.”
The goal is to design visual systems that:
• strengthen brand perception
• communicate product value
• create emotional resonance
• support marketing and conversion goals
I see this as a natural evolution of product design: moving from designing screens to designing complete brand experiences.
Curious to see how this space develops over the next few years.
Powerful design interface.
Currently exploring a brand concept called Mosiac.
The name comes from the idea that great businesses are built from many pieces ie strategy, design, messaging, product, and customer experience.
When those pieces work together, people see the bigger picture.
Here's a first look at the visual direction.
Thoughts?
Great thinking.
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