Clients

  • Dreamily by Jenny Ly

    Stationary | Decoden | Accessories

    (currently undergoing re-brand, formerly known as ByJennyLy Co.)

    TikTok & Instagram

  • Karen & Ted

    Handmade Leather & Suede Bags

    (currently undergoing re-brand)

    Instagram

  • NEW! Fu Cha

    Bubble Tea | Boba

    Tiktok & Instagram coming soon!

Case Studies

Rebrand: ByJennyLy Co. -> Dreamily by Jenny Ly

Brand Repositioning & Social Media Campaign

Industry: Handmade Accessories & Cute Collectibles

Timeframe: February 2025

Services Provided: Brand Identity Refresh, Graphic Design, Photography, Social Media Content

What Was Wrong With the Old Branding?

  • ByJennyLy (Old Branding):

    • The original branding used neutral, beige tones that gave a calm, earthy feel, but it didn’t fully align with the playful, whimsical products.

    • The brand lacked distinctive personality on social media, making it harder to stand out.

Key Issue: Dreamily needed a clear, memorable brand identity that reflected the fun, dreamy, and nostalgic essence of the products.

Campaign Theme Development →

A berry-picnic aesthetic for "Berry Babies" & a vintage dessert-inspired luxury feel for the Cake Jewellery Box.

  • Graphic Design & Typography → Created three promotional visuals, combining soft handwritten text, dreamy gradients, and aesthetic embellishments (sparkles, strawberries, checkered picnic patterns, etc.).

  • Custom Product Photography → Styled and shot elevated product images, using props like wine glasses filled with heart chocolates to enhance the romantic, fantasy-like branding.

  • Engagement-Driven Copywriting → Headlines like "Valentine’s? This sweetness lasts all spring" to extend relevance beyond Valentine’s Day and keep the collection trendy into the next season.

  • Visual Consistency with Rebrand → Ensured all campaign materials matched Dreamily’s new pastel-lavender identity, reinforcing brand recognition.

This campaign introduced a more intentional, storytelling-driven marketing approach for Dreamily, making the brand feel curated, collectible, and highly shareable.

The Campaign Concept

The "Berry Babies" & Cake Jewellery Box collection was designed to be sweet, nostalgic, and playful, aligning with Dreamily’s new whimsical rebrand.

The goal was to:

  • Create a visually engaging, seasonal campaign that tied into the romantic, dreamy aesthetics of Valentine’s & springtime.

  • Showcase the products in a storytelling format that made them feel like part of a magical, collectible world.

  • Increase engagement and excitement around the launch through themed visuals and stylised product photography.

The campaign needed to evoke a sense of charm, nostalgia, and desirability, making the keyrings and jewellery box feel like the perfect keepsake gifts.

The Expected Impact

  • More visual consistency between products & branding

  • Increased perceived value of Dreamily products due to higher-quality presentation

  • Stronger engagement on social media through storytelling graphics & aesthetic product shots

  • Expanded seasonal relevance (Valentine’s-to-spring transition) to extend product lifecycle & sales period

This campaign was an early step toward establishing Dreamily as a brand that can tell stories through its products, creating emotional connections with customers.

My Creative Process: Feeds & Graphics by Me

Pilates Studio Visual Identity & Social Content

Project Breakdown, My Job:

  • Creative Direction – Developing the brand’s visual identity & content approach.

  • Feed Design & Layout – Structuring the social media grid for a cohesive, premium look.

  • Graphic Design & Typography – Designing custom graphics, selecting fonts & elements to match the brand aesthetic.

  • Content Strategy – Balancing educational, promotional, and community-driven posts.

Target Audience

  • Demographic: Women aged 20-40 who are interested in Pilates, wellness, and mindful movement.

  • Lifestyle: Likely engaged in self-care, slow living, and fitness aesthetics.

  • Values: Prioritises balance, body awareness, and a holistic approach to movement.

  • Social Media Habits: Spends time on Instagram & Pinterest, engaging with minimalist fitness influencers, aesthetic wellness brands, and movement studios.

Colour Palette & Aesthetic Direction

  • Neutral, muted tones – Soft beige, cream, white, and taupe create a calming and high-end feel.

  • Lavender & soft lilac accents – Adds a gentle contrast while maintaining a feminine & elegant touch.

  • High contrast black & white photography – Keeps it editorial, stylish, and premium.

Typography & Design Style

  • Serif fonts – Exude sophistication, trust, and luxury (used in the “Studio Schedule” & “Core Club” posts).

  • Modern sans-serif fonts – Maintain a clean and minimalistic balance.

  • Handwritten elements & sketches – Make the content feel personal, creative, and engaging (seen in "Move with Purpose" & "Confidence²" posts).

Content Strategy & Post Types

A feed that incorporates a mix of content types keeps engagement high:

  • Educational & Informative – (“5 Min Morning Workout”, “Studio Schedule”)

  • Motivational & Mindset-Based – (“Move with Purpose”, “Breathe | Align | Flow”)

  • Lifestyle & Aesthetic Curation – (“Pilates Essentials”, “Core Club”)
    Community & Recruitment – (“We’re Hiring”)

This balanced mix positions the brand as both an authority in the fitness space & a community-driven wellness hub.

Key Takeaways:

  • Premium, editorial-inspired branding creates an aspirational yet accessible Pilates experience.

  • Soft neutrals + modern typography align with the high-end fitness & wellness industry.

  • Balanced content mix (educational, aesthetic, & motivational) builds brand authority & engagement.

  • Minimalist yet warm aesthetic makes the brand feel both structured & welcoming.

Editorial Inspired Skincare Branding & Content Design

My Role & Contribution

  • Creative Direction & Feed Curation – Developing the visual concept, aesthetic, and layout strategy for a cohesive, editorial-style feed.

  • Graphic Design & Typography Selection – Designing custom graphics, layouts, and elements to align with skincare industry trends.

  • Content Strategy & Post Structure – Crafting content mix of education, product recommendations, and engagement-driven visuals to maximise interaction and share-ability.

  • Interactive & Trend-Led Elements – Integrating modern UI elements (e.g., search bar graphics, AirDrop pop-ups, grid overlays) to enhance engagement & relatability.

Every element was designed to ensure the feed was not only pleasing to the eye, but also highly engaging and informative, making it a go-to resource for skincare lovers.

Target Audience

  • Demographic: Primarily Gen Z & Millennial women (18-35) interested in skincare, beauty, and self-care rituals.

  • Lifestyle: Likely follows minimalist, aesthetic, and wellness-driven content. Interested in science-backed skincare and beauty trends.

  • Values: Prioritises self-care, education, and a holistic approach to skin health.

  • Social Media Habits: Engages with Instagram, TikTok, and Pinterest, where skincare tutorials, infographics, and aesthetic product shots thrive.

This feed balances education, beauty, and lifestyle, making it appealing to both casual skincare lovers & more research-driven consumers.

Typography & Graphic Design Style

  • Elegant Serif Fonts – Adds a high-end, premium skincare brand feel (used in titles like “Gua Sha” and “Artist’s Palette”).

  • Thin, airy Sans-Serif Fonts – Creates a clean and scientific look (used in Layer 101 and Non-Product Factors posts).

  • Organic Line Illustrations & Annotations – Mimics beauty editorials & educational beauty guides, making it feel both informative & stylish.

  • Overlays & Interactive Elements – (e.g., AirDrop pop-up, search bar overlays) make the feed trendy, engaging, and interactive.

The balance of editorial elegance & modern UI elements makes this feed look fresh, high-end, and shareable.

Colour Palette & Aesthetic Direction

  • Soft, natural tones – A mix of nude, beige, peach, and pastel pinks for a clean and calming feel.

  • Dewy, glowing skin visuals – Reinforces hydration, skincare benefits, and product efficacy.

  • Gradient & light textures – Gives a soft, luxury beauty magazine aesthetic.

  • Minimalist white space – Allows content to feel elegant, organised, and digestible.

This aesthetic positions skincare as luxurious yet approachable, appealing to an audience that loves aesthetic minimalism & high-quality beauty content.

Content Strategy & Post Types

Your feed integrates a mix of educational, interactive, and visually engaging content, making it highly scroll-worthy:

  • Educational Skincare Tips – (Layer 101, Gua Sha breakdown, Non-Product Factors)

  • Product Breakdown & Recommendations – (An Artist’s Palette, Acne-Prone Routine)

  • Engagement-Driven Posts – (Search Bar Q&A, Manifesting Clear Skin AirDrop)

  • Aesthetic & Lifestyle Content – (Dewy skin close-ups, hydration-focused visuals)

This feed keeps the balance between knowledge & aesthetics, ensuring that followers not only learn about skincarebut also feel inspired to engage.

Key Takeaways for Branding Success

  • Minimalist yet rich visuals make skincare feel elevated & luxurious.

  • Infographic-style designs turn education into visually engaging content.

  • Mix of interactive elements (search bars, overlays, annotations) makes the feed trendy & shareable.

  • Well-thought-out content strategy that combines aesthetics, education, and engagement tactics.