SITE DEPLOY & ELEVATE

Established the design framework for specific industry pages, shaping the visual consistency of the global site.

PROJECT:
CATEGORY EXPERIENCE

CORE SKILLS:
CREATIVE DIRECTION
CROSS-FUNCTIONAL LEADERSHIP
INDUSTRY-FOCUS EXPERIENCE
AI-DRIVEN IMAGERY
DIGITAL MERCHANDISING

Leading cross-functional creative teams, I set the foundation for the creation of seven specialized Industry Focus landing pages that established a new, innovative, and structural benchmark for how industry content was presented. As part of this initiative, I also created the Industry Hub — a central experience page that allowed customers to explore products by sector and seamlessly navigate to pages tailored to their specific needs.

The Construction & Real Estate page illustrates how we build Industry Page visuals: combining AI, 3D, and retouching to integrate products seamlessly into authentic scenes.

Creative Direction Elements to Highlight

Built the visual foundation

Using assets from our brand photography library and early layout mockups to test composition and atmosphere.
Aligned on brand direction

Through feedback on color palette, graphic charter, and overall tone. Worked iteratively with the product artist to ensure every asset matched the evolving layout and creative vision.
Refined realism

By enhancing AI-generated visuals in Photoshop—adjusting lighting, shadows, and textures for natural product integration.
Delivered a hybrid visual set

Combining library photography, AI-generated scenes, and 3D contributions, resulting in 42 final assets.

The project shows how AI can streamline visual creation, but strong creative direction and manual refinement remain essential for achieving polished, brand-consistent results.