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 focused on modernizing what it means to be a rebel in today’s world.

My role as Art Director encompassed a 360 approach from ideating imagery from pre to post production. Once we had the image suite I worked alongside the UX team to re-design the website, and create a digital style guide for emails, social, and marketing initiatives to help guide internal design team and external agency partners.

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.

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