Art Direction | Branding | AI Exploration | Beauty Concept

Personal experimental project exploring how AI can be directed to create a cohesive beauty brand world.

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Wildroot & Co. is a conceptual skincare brand inspired by the connection between hands and earth. All brand visuals were generated through AI, with my role as art director focused on shaping the creative direction, curating a cohesive colour palette, and building a brand identity system.

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I used AI as a creative partner to rapidly prototype packaging designs (tubes, boxes, embossed motifs), brand imagery, and campaign concepts. By guiding prompts, curating outputs, and refining selections, I developed a premium, nature-inspired aesthetic that feels consistent and market-ready. The colour palette was hand-designed to anchor the identity and unify the visuals across packaging, digital, and social touchpoints.

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The project demonstrates how AI can be harnessed for conceptual brand development - not as a replacement for design craft, but as a tool for accelerating ideation, mood exploration, and visual storytelling in new, unexpected directions.