![2024-Joah-color-make-up-launch-main-content-1170-731-1](http://g-k-z.kr/wp-content/uploads/2024/06/2024-Joah-color-make-up-launch-main-content-1170-731-1.jpg)
![2024-Joah-color-make-up-launch-main-content-1170-731-1](http://g-k-z.kr/wp-content/uploads/2024/06/2024-Joah-color-make-up-launch-main-content-1170-731-1.jpg)
Color Make-up Launch
2024
Art Direction
Art direction on the model, model footage, product, pack shots, and texture shots for both the Lip Tint and Blush Tint.
- Product: The background images' watery gradients followed the tone and manner of the Supporting Textural Imagery in the Joah Brand Playbook.
- Model: Bold accessory and dark background to give the finished look of the makeup.
- Lip Swatch: 18 Lip tint swatch images with 3 different tone models for the universal shade of the product.
리브랜딩 이후 신규 런칭하는 색조 제품인 립 틴트와 블러시 틴트의 모델 사진 및 영상, 제품 사진, 제형 사진에 대한 아트디렉션을 진행했다. 제품 사진의 배경으로 쓰인 그라데이션 이미지는 틴트 제품 특성에서 빌려와 물든 듯한 연출을 의도했다. 이는 리브랜딩 가이드 내에 규정된 ‘texture imagery’를 활용했다. 그래픽 작업에 배경으로 다양하게 활용해온 blurry한 자연의 이미지가 사진의 배경으로도 활용되었다. 제품의 핵심 ingredient인 Aqua Capsule을 형상화한 작은 유리 글로브도 함께 연출했다.
모델 이미지 배경은 어둡게 눌러 색조가 돋보이게 했고, 메이크업 마지막에 바르는 제품인 만큼 의상과 악세사리를 기존보다 조금 더 볼드하게 연출했다.
립 스와치 이미지는 3명의 톤이 다른 모델을 고용하여 universal하게 사용 가능한 컬러감을 선보여 구매에 도움이 되도록 했다.
Brand Textury Image
![Brand-slogan](http://g-k-z.kr/wp-content/uploads/2023/12/Brand-slogan.gif)
![Brand-slogan](http://g-k-z.kr/wp-content/uploads/2023/12/Brand-slogan.gif)
![JA_Application_Velvet Lip Tint_JWT01_IDV_IN_Sophie_040924_2Y_ULTDP_Shot 9(34151)1](http://g-k-z.kr/wp-content/uploads/2024/06/JA_Application_Velvet-Lip-Tint_JWT01_IDV_IN_Sophie_040924_2Y_ULTDP_Shot-9341511.jpg)
![JA_Application_Velvet Lip Tint_JWT01_IDV_IN_Sophie_040924_2Y_ULTDP_Shot 9(34151)1](http://g-k-z.kr/wp-content/uploads/2024/06/JA_Application_Velvet-Lip-Tint_JWT01_IDV_IN_Sophie_040924_2Y_ULTDP_Shot-9341511.jpg)
![JA_SL_Serum Blush Lip Tint_GRP_AK_041224_3Y_ULTDP_Shot 2 (Ordered in code number)](http://g-k-z.kr/wp-content/uploads/2024/06/JA_SL_Serum-Blush-Lip-Tint_GRP_AK_041224_3Y_ULTDP_Shot-2-Ordered-in-code-number.jpg)
![JA_SL_Serum Blush Lip Tint_GRP_AK_041224_3Y_ULTDP_Shot 2 (Ordered in code number)](http://g-k-z.kr/wp-content/uploads/2024/06/JA_SL_Serum-Blush-Lip-Tint_GRP_AK_041224_3Y_ULTDP_Shot-2-Ordered-in-code-number.jpg)
![JA_SW_Velvet Lip Tint_GRP_IN_040324_UN_ULTDP_Shot03 (1)](http://g-k-z.kr/wp-content/uploads/2024/06/JA_SW_Velvet-Lip-Tint_GRP_IN_040324_UN_ULTDP_Shot03-1.jpg)
![JA_SW_Velvet Lip Tint_GRP_IN_040324_UN_ULTDP_Shot03 (1)](http://g-k-z.kr/wp-content/uploads/2024/06/JA_SW_Velvet-Lip-Tint_GRP_IN_040324_UN_ULTDP_Shot03-1.jpg)
![JA_SL_Velvet Lip Tint_GRP_AK_041224_3Y_ULTDP_Shot 6 (0317)(Ordered in code number) 1](http://g-k-z.kr/wp-content/uploads/2024/06/JA_SL_Velvet-Lip-Tint_GRP_AK_041224_3Y_ULTDP_Shot-6-0317Ordered-in-code-number-1.jpg)
![JA_SL_Velvet Lip Tint_GRP_AK_041224_3Y_ULTDP_Shot 6 (0317)(Ordered in code number) 1](http://g-k-z.kr/wp-content/uploads/2024/06/JA_SL_Velvet-Lip-Tint_GRP_AK_041224_3Y_ULTDP_Shot-6-0317Ordered-in-code-number-1.jpg)
![JA_Beauty+Product_Velvet Lip Tint_JWT02_IDV_IN_Zuzu_040924_2Y_ULTDP_Shot 7(33936) 1](http://g-k-z.kr/wp-content/uploads/2024/06/JA_BeautyProduct_Velvet-Lip-Tint_JWT02_IDV_IN_Zuzu_040924_2Y_ULTDP_Shot-733936-1.jpg)
![JA_Beauty+Product_Velvet Lip Tint_JWT02_IDV_IN_Zuzu_040924_2Y_ULTDP_Shot 7(33936) 1](http://g-k-z.kr/wp-content/uploads/2024/06/JA_BeautyProduct_Velvet-Lip-Tint_JWT02_IDV_IN_Zuzu_040924_2Y_ULTDP_Shot-733936-1.jpg)
![JA_SW_Velvet Lip Tint_JWT04_IDV_IN_040324_UN_ULTDP_Shot 4 Red 1](http://g-k-z.kr/wp-content/uploads/2024/06/JA_SW_Velvet-Lip-Tint_JWT04_IDV_IN_040324_UN_ULTDP_Shot-4-Red-1.jpg)
![JA_SW_Velvet Lip Tint_JWT04_IDV_IN_040324_UN_ULTDP_Shot 4 Red 1](http://g-k-z.kr/wp-content/uploads/2024/06/JA_SW_Velvet-Lip-Tint_JWT04_IDV_IN_040324_UN_ULTDP_Shot-4-Red-1.jpg)
![JA_SW_Velvet Lip Tint_GRP_IN_032824_5Y_ULTDP_PDP collection(Merged)](http://g-k-z.kr/wp-content/uploads/2024/06/JA_SW_Velvet-Lip-Tint_GRP_IN_032824_5Y_ULTDP_PDP-collectionMerged.jpg)
![JA_SW_Velvet Lip Tint_GRP_IN_032824_5Y_ULTDP_PDP collection(Merged)](http://g-k-z.kr/wp-content/uploads/2024/06/JA_SW_Velvet-Lip-Tint_GRP_IN_032824_5Y_ULTDP_PDP-collectionMerged.jpg)
![JA_AS_Serum Blush Tint_GRP_IN_032824_5Y_ULTDP_01 1](http://g-k-z.kr/wp-content/uploads/2024/06/JA_AS_Serum-Blush-Tint_GRP_IN_032824_5Y_ULTDP_01-1.jpg)
![JA_AS_Serum Blush Tint_GRP_IN_032824_5Y_ULTDP_01 1](http://g-k-z.kr/wp-content/uploads/2024/06/JA_AS_Serum-Blush-Tint_GRP_IN_032824_5Y_ULTDP_01-1.jpg)
![JA_SW_Serum Blush Tint_GRP_IN_040324_UN_ULTDP_Shot 2(JBT01 03 02 from the top)1](http://g-k-z.kr/wp-content/uploads/2024/06/JA_SW_Serum-Blush-Tint_GRP_IN_040324_UN_ULTDP_Shot-2JBT01-03-02-from-the-top1.jpg)
![JA_SW_Serum Blush Tint_GRP_IN_040324_UN_ULTDP_Shot 2(JBT01 03 02 from the top)1](http://g-k-z.kr/wp-content/uploads/2024/06/JA_SW_Serum-Blush-Tint_GRP_IN_040324_UN_ULTDP_Shot-2JBT01-03-02-from-the-top1.jpg)