JINS — Refreshing a Japanese eyewear brand.

Partnering with ASA, I worked as Director / Designer on a digital strategy to refresh the JINS brand and redesign the website. The goal was to reposition the Japanese based retail chain for the global marketplace, and to increase its reach to Western audiences. The project involved me working on everything from designing the UX / UI of the site to directing product and live action model shoots.


Creative Direction


Digital + Brand Strategy


Design / UX



Live-Action Shoot

The existing photography on the site was lacking direction and JINS needed a process for making future promotional video content for the site. The live action shoot was created as a replicable and scaleable studio process, and gave JINS a conceptual and logistical framework for creating consistent content independently.

Product Shoot

On the original site, the products were hard to distinguish from one another. JINS needed a way to communicate categories of frames in a way that customers could contextualize quickly without reading.  I developed a visual framework and process that helped give direction to the main product lines which JINS was able to apply over time across all their products.

Home page refresh

The homepage refresh was a complete redesign of the exisiting page, which involved setting a new tone for the brand as well as restructing design, navigation and UX.


Thanks to two amazing production teams put together by Yuko Inatsuki, I was able to concept and direct two shoots and deliver key project components in record time.