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.
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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.
