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Heatgene
Project type
Creative strategy
HeatGene is a premium bath and kitchen fixtures designed to elevate everyday routines into refined, design-led experiences.
As a creative strategist, I repositioned Heatgene from a product-focused catalog into a lifestyle and aspiration-driven brand. I introduced a more editorial visual direction, focusing on sunlight, textures, and real-life environments so the products feel lived-in and desirable. I shifted the content from feature-heavy posts to experience-led storytelling, where each piece shows how the product fits into a calm, luxurious routine. I also refined the messaging to highlight benefits like comfort, warmth, and daily rituals instead of just specifications, helping the brand connect more emotionally and stand out in a saturated category.
