Branding, Art Direction, Graphic Design, Storytelling
LOJEL is a Japan-born travel and lifestyle brand with a global presence across Hong Kong, Singapore, Canada, and Japan, known for its thoughtful design and modern approach to travel. In my role, I lead art direction and define the brand’s visual identity, overseeing visual storytelling across global campaigns and digital, social, and retail assets while collaborating closely with marketing, web, product, and regional teams.
Photographer
Chester Siu
Celia Ko
Videographer
Richard Fowler
Rosanna Peng
Producer
Justin Chui
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The Semo collection was inspired by the experiences of designers J+J, digital nomads moving between Sweden and Thailand. Their lifestyle informs their understanding of modern professionals' needs for adaptable carry solutions in various work environments such as cafes, airport, parks, and co-working spaces.J+J designed the collection to seamlessly transition between work and leisure, making it the perfect companion for any adventure. We’re excited to share how their nomadic lifestyle influenced every detail of the Semo collection.This was our first time introducing the designers and sharing the behind-the-scenes story with our audience.
