me:vidual – Art Direction & Branding

01. The Concept

With a newly established direction, the brand formerly known as HOBRASIO evolved into Me:vidual; a personalized skincare brand at the intersection of science and self-expression. At the core of their offering is The Synthor, a patented at-home device that empowers users to create custom skincare formulas using base ingredients provided by the brand. Whether replicating a favourite Chanel fragrance or crafting something entirely unique, users can enjoy luxurious, non-toxic skincare tailored to their needs- formulated with cleaner, health-conscious ingredients.

02. The Challenge

Me:vidual required a complete visual overhaul to reflect their new identity and repositioning- from logo, colour and type treatement, packaging and label design to digital interface and app visuals. The goal was not just aesthetic cohesion, but to communicate innovation, trust, and transparency. They also sought effective ways to educate consumers on mindful, personalized skincare and the science behind it.

03. The Solution

My art direction was rooted in minimalism, scientific clarity, and modern sophistication with a distinct edge. I aimed to strip the brand back to its essence—letting typography, negative space, and minimalist layout carry the story.

To bring this vision to life, I worked across multiple disciplines and guided the process from concept to delivery:

Visual Identity Development
I led the complete rebrand from HOBRASIO to me:vidual, setting the foundation with logo refinement, typography choices, and a neutral color palette that reinforced scientific clarity and trust. Every touchpoint—packaging, labels, UI, photography direction—was designed to be consistent and instantly recognizable.

• The logo was reduced to its most essential form, emphasizing simplicity and balance. I developed a neutral, understated color palette that extended seamlessly across packaging, labeling, app UI, and the design of The Synthor itself- reflecting the brand's clean, clinical ethos.

• For typography, I selected Cousine and Proxima Nova for their readability, flexibility across formats, and neurodiversity-friendliness, particularly for dyslexic users. Every detail was considered for accessibility and functionality.
  
  

Packaging & Label Design
I designed the minimalistic label system (F-series and L-series), ensuring clarity, scalability, and compliance with international cosmetic labeling standards. I collaborated closely with compliance teams to integrate regulatory requirements without compromising on design integrity.

Digital Experience & App Design
I developed the concept and art direction for the me:vidual app and website, working alongside UX/UI designers and developers to ensure consistency across physical and digital experiences. I pushed for a user-centric approach that merged function and design, guiding everything from layout and accessibility choices to micro-interactions.

Cross-Functional Collaboration
I worked with product developers, scientists, and copywriters to translate technical formulations into clear, consumer-friendly visuals and messaging. By setting up structured creative briefs, I aligned design, product, and marketing teams around a shared vision.

Creative Leadership
I drove the entire creative process from ideation to execution building moodboards, writing creative briefs, presenting concepts to stakeholders, and guiding revisions. My role balanced hands-on design with high-level direction, ensuring both aesthetic precision and strategic consistency.

Education & Storytelling
Because the product hinged on consumer understanding of personalization and science, I art-directed the concept ideas for campaigns and social content that merged storytelling with scientific credibility. Every asset was designed to inspire trust, empower users, and highlight the innovation behind me:vidual.