Yihua Xuan | Brand, Digital & Visual Designer

Across retail and brand

This body of work spanned a broad range of e-commerce and brand asset needs for BIC across multiple products and categories. At its core were Amazon PDP content, above-the-fold and product detail page creative, product imagery, and photography direction, all delivered at scale within a defined brand system. The scope also included exploratory directions, brand site promotional banners, and selected contributions to rebranding efforts, with an emphasis on clarity, consistency, and visual strength throughout.

Across retail and brand

CLIENT

BIC

Contribution

Art Direction & Design

CLIENT

BIC

Contribution

Art Direction & Design

CLIENT

BIC

Contribution

Art Direction & Design

Within a defined system

The work needed to stay closely aligned to an established brand framework while moving across repeated formats and a high volume of deliverables. The focus was on maintaining consistency and recognition, while still creating enough variation for the work to feel fresh, clear, and visually resolved.

Extending the brand with care

The work extended across Amazon PDP content, above-the-fold creative, product imagery, photography direction, brand site promotional banners, and selected rebrand-related efforts. Throughout, the approach centered on working carefully within the brand while looking for places to stretch it with clarity, cohesion, and intent.

NEXT WORK

Skin Relief

This work centered on building a clearer and more cohesive digital shelf experience across Amazon PDP assets and related retail touchpoints. The focus was on shaping content that could communicate quickly, feel visually aligned, and hold together across a broader system of claims, imagery, and messaging. Much of the value came not from adding more, but from giving the work stronger hierarchy, better rhythm, and a more resolved sense of structure.