KNEIPP

SOCIAL MEDIA & E-COMMERCE CONTENT CREATION

Defining a cohesive, elevated visual language to support Kneipp’s expansion into the US self-care market.

As Kneipp expanded its presence in the US, the brand sought to refresh its digital and social content to feel more cohesive, elevated, and emotionally resonant within the self-care space. The challenge was to create a consistent visual identity across products while telling richer, more experiential stories that could build recognition and engagement over time.

Working independently as art director and photographer, I developed a cohesive visual system that established distinct yet harmonious visual codes for each product line. The direction focused on product-led storytelling—placing each item within a moment, mood, or ritual—so the imagery communicated feeling as much as function.

I created an art-direction style guide to define composition, color, lighting, and styling principles, then led and executed monthly photoshoots to produce ongoing content across social, e-commerce, and digital platforms. The system was designed to be flexible and scalable, allowing the brand to maintain consistency while evolving its content library over time.

The resulting work elevated Kneipp’s digital presence, strengthened brand cohesion across channels, and helped position the brand as thoughtful, modern, and emotionally grounded as it entered a more competitive US market.

ROLE: FREELANCE ART DIRECTOR & PHOTOGRAPHER

ART DIRECTION | VISUAL SYSTEMS | BRAND STORYTELLING | PHOTOGRAPHY | CONTENT CREATION