Gel Compression
Date
2025
Client
Homedics
Scope of Work
Art Directions
PDP Design
AI-Assisted Imagery
The Brief
Overview
The initial gel sleeve range was photographed with a wellness-led tone, but the brand wanted to reposition toward a more athletic, performance-driven audience. New SKUs were added after the shoot, requiring additional imagery that matched the updated direction without the ability to reshoot.
The Challenge
Retail partners had committed to launch dates, but additional SKUs were introduced after the shoot. With limited product photography and no time to reschedule, the challenge was to create a full set of lifestyle and PDP assets that felt cohesive, sport-focused and consistent across the range.
The Approach
I paired small-scale in-house photography with AI-generated lifestyle imagery, expanding the visual library, shifting the tone toward a sportier aesthetic and keeping every SKU consistent. The PDP system was redesigned with a more energetic colour palette and clearer hierarchy to support the new positioning.
Visual Direction
High-end athletic visuals built for everyday users. I focused on clean studio setups and dynamic lighting to give the compression gear a premium finish without making the brand feel too intimidating for its existing client base
The Anatomy of the Project
Combining hybrid AI workflows with sport-focused art direction. The process centred on refining product detail page assets to build a cleaner, more consistent visual system for e-commerce.
Results
The Execution
Supplemented limited product photography with AI-generated lifestyle scenes to broaden the visual direction
Aligned all imagery with a sport-focused tone while staying authentic to product use cases
Retained brand typography and introduced a volt green accent to signal performance and energy
Built a consistent PDP layout system that clearly communicated benefits across all SKUs
Delivered a complete asset set covering features, benefits and use-case scenarios
The Solution
The new assets enabled a smooth retailer rollout and supported a successful launch across ecommerce channels. The refreshed sport-led direction increased product engagement and sales, prompting the wider marketing team to adopt a performance-focused recovery narrative across additional products in the range.
