By leading creative direction across the full brandbook, from visual language and photography style to the Blue Box rollout, I established a cohesive ecommerce photography system, defined clear before/after standards, and ensured every element felt like it belonged to the same world. Drawing inspiration from the natural beauty of British Columbia, I expanded the brand's colour system with a secondary palette that added depth, warmth, and character to the visual identity. The result was a scalable visual identity that finally matched the quality of the product itself.