Personal care / Project work

OFF SWEAT

How can dermatologist-developed care feel relevant beyond the clinic?

My contribution

Brand communication, content and visual direction

OFF SWEAT campaign artwork — Selected campaign artworkView larger

The context

The starting point.

OFF SWEAT is a dermatologist-developed personal care brand. The communication needed to retain the credibility behind the product while feeling at home in an everyday personal-care context.

Too much clinical language could make the product feel distant. Too little could remove the expertise that made it distinctive.

Constraints

The product needed to retain dermatologist-developed credibility without feeling too clinical for everyday personal care.

What I noticed

Clinical authority and everyday relevance were both useful. The question was which one the audience needed first, and how the other should support it.

The decision

Keep the expertise visible, but control how much information appears first and how the visual language frames it.

Why

Too much clinical language creates distance. Too little removes one of the product’s strongest reasons to be trusted.

The work

What I developed.

Communication strategy and visual direction, carried into social, e-commerce, and digital content assets.

See the visual portfolio

Product motion

One message at a time.

A short product introduction, with the message unfolding through a sequence of text and product visuals.

Selected portfolio work, presented without audio.

Selected artwork

The work in view.

Select an image for a closer look.

OFF SWEAT: Lifestyle campaign — Lifestyle campaignView larger

OFF SWEAT: Product communication — Product communicationView larger

OFF SWEAT: Product benefits — Product benefitsView larger

OFF SWEAT: Serum campaign — Serum campaignView larger

OFF SWEAT: Editorial product artwork — Editorial product artworkView larger

OFF SWEAT: Ingredients and benefits — Ingredients and benefitsView larger

Published in context

Where the work appeared.

A small selection from a much larger body of OFF SWEAT work, shown in the brand's live Lazada shop.

OFF SWEAT Lazada shop page showing its name, navigation, and a branded banner featuring antiperspirant wipes and deodorant serum. — OFF SWEAT shop decoration on the brand's live Lazada storefront.View published source

OFF SWEAT Lazada storefront section with a branded antiperspirant wipes promotion and product packaging. — A second section of the live OFF SWEAT Lazada shop decoration.View published source

Looking back

My definition of the problem has become larger.

I would begin less with the product and more with the problem someone is already trying to understand. The communication would move from concern to explanation, then to product logic, proof, and demonstration, keeping clinical credibility without making everyday care feel clinical.

Current communication direction

Concern → Explanation → Product logic → Demonstration → Proof → Purchase. Expert voices would build credibility, users would add relatability, and the brand would provide structure, evidence, and continuity.