maison lueur:
social media branding project
2026
graphic design using adobe illustrator
Maison Lueur is a self-initiated mock-up brand concept for a French self-care line based in the United States, spanning body cream, face serum, hair mist, body oil, and lip balm. Beyond the visual identity, this project was an exercise in thinking like a brand strategist, not just a designer. I built out a full Instagram content grid, covering product launches, educational ingredient breakdowns, seasonal campaigns, and editorial style storytelling, to learn how social media management and content marketing actually function for a brand's online presence, from first impression to ongoing engagement.
In the process, I applied real branding strategy to the project: defining a target audience, establishing a consistent brand voice, and translating a single concept across multiple touchpoints, from packaging copy to campaign concepts tied to cultural moments like Mother's Day.
The intended audience for Maison Lueur is consumers who see self-care as a quiet daily ritual rather than a trend, people drawn to understated, editorial branding over loud, oversaturated beauty marketing.
A mocked-up Instagram presence for Maison Lueur, spanning the full nine-post grid and profile page, from launch content and ingredient education to a seasonal campaign and limited edition teaser, unified by one consistent color story and brand voice.
A 3D-modeled product lineup I designed and rendered into realistic mockups, shown alongside the full brand identity kit I built for Maison Lueur, including the wordmark, monogram, and color palette, all created to give the brand a cohesive visual identity from the ground up.
A three-part content series I designed to launch L'Huile, including a teaser post to the official launch visual and an educational texture breakdown of the full product line.
Beyond the visuals, this series reflects the creative strategy behind a real product launch: building anticipation before the reveal, timing the official drop with copy that delivers on that anticipation, and following up with educational content that gives new customers a reason to explore the rest of the line, turning one launch moment into an ongoing conversation with the audience.
A Mother's Day campaign post for La Crème, built around a visual play on the bouquet, with the product jar standing in for a vase and white lilies blooming directly from it.
The visual metaphor reframes the cliché of giving flowers, positioning self-care as a gift that lasts longer than a bouquet, while the headline "let her bloom" connects the literal image to the emotional message: a moment of care for mothers, who are usually the ones giving rather than receiving.
The campaign was timed to a real cultural gifting occasion and paired with a limited time discount to drive urgency and conversion.
Two posts built to address two different goals in a brand's content strategy:
An ingredient education post for Le Mist, designed to build trust and product literacy by translating formula benefits into language a customer actually cares about.
A problem and solution post pairing common skincare complaints with Le Sérum and Le Baume, a format proven to drive conversion by mirroring the customer's own words back to them before presenting the fix.
