As Head of Design, I led the creative and production aspects of AHAVA’s launch campaign for their new product line.
This was the first photoshoot created under the brand’s new Visual Design Language (VDL) — a system I developed as part of AHAVA’s visual rebranding process.
My role included defining the creative concept, producing the mood board that expressed the brand’s renewed visual identity, and managing the entire photoshoot to ensure that every element, from lighting and color palette to model styling and composition, reflected the new design language across all marketing materials.
The campaign’s visuals strengthened the brand’s new representation and successfully accelerated its market impact, driving higher sales through the use of a well-known local model who helped connect the brand’s new image with a broader audience.

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Role in the project: Head of Design & Creative Director