Logic
Logic is a leading electronic cigarette brand in the United States under the JTI (Japan Tobacco International) umbrella. I led design and art direction for monthly email campaigns, elevating the product through thoughtful, trend-driven creative that felt modern, polished, and engaging within a highly regulated space. A true masterclass in marketing the unmarketable.
My role covered the full process, from concept through execution. Each monthly campaign began with a fresh perspective, drawing inspiration from current design trends and translating them into clear, conversion-driven layouts. I established the visual direction, maintained consistency across touchpoints, and managed timelines to ensure seamless delivery.
MY ROLE
Each month, I was given a structured email marketing matrix outlining the full calendar of promotions, product pushes, and key messaging. Within that framework, my role was to bring fresh thinking to every send, translating repeat promotional moments into new visual ideas that kept the content from feeling static or predictable. By reworking layouts for summer refreshes and exploring new compositions for the holidays, I ensured each campaign felt distinct while still aligning with brand and business objectives.