Clean Arc™ — Editorial E-Commerce Direction

Luxury editorial e-commerce direction for Clean Arc™, a wellness-focused skincare brand built around barrier support, climate resilience, and minimalist luxury through calm digital systems, restrained typography, and immersive product storytelling.

An ongoing, phased project spanning creative direction, packaging systems, e-commerce buildout, visual identity, and wellness positioning — now live and taking orders.

Tools and workflow included AI-assisted visualization, concept development, iterative rendering, Webflow experimentation, and creative direction systems. Process driven by ideation, refinement, critique, restructuring, aesthetic judgment, systems thinking, emotional direction, and long-form creative development.