Confessions of a Rebel Rebrand

CREATIVE DIRECTION — JINA SONG
ART DIRECTION — EMILY KEMP
ON FIGURE PHOTOGRAPHY — DANILO HESS
PRODUCT PHOTOGRAPHY — DOMINIC NEITZ
PROP STYLING — JARED LAWTON
PRODUCING — ZHELMA SAN MILAN

Confessions of a Rebel is a boutique fragrance brand that co-creates with their customers, distilling their real, raw, unfiltered thoughts into wearable confessions. The different fragrance names encourage people to live their truth, speak their minds, be raw, illustrate authenticity and break the rules with good intention.

The 2023 rebrand focuses on modernizing what it means to be a rebel in today’s world, my job was to Art Direct and execute a suit of images to speak specifically to digital product and various marketing initiatives for the hero fragrance franchises as well as speaking to the breadth of fragrances as a whole. Following the launch of imagery to support digital product I led the design of style guides to direct external agency partners, and internal design team.

Sales as of July 2023 exceeded 123% halfway through the calendar year, indicating a remarkable performance and significant growth.
Email marketing efforts resulted in an impressive conversion rate up 17% from previous year since January 2023 rebrand.