Divinikey Launch System
Divinikey launches use a scalable visual system built for ecommerce surfaces, from PDP to email to social. Work shown includes Divinikey originals and partner brands carried in store.
Role: Photographer, Art Direction (creative lead), Digital Design, Email Design
Context:
Several launches a month, originals and partner brands, across site, email, social and the Shop app.
Approach:
Visual rules set once, then three image lanes (studio, graphic, lifestyle), each framed to crop across every placement.
Outcome:
2.9× peer revenue per recipient / 1.9× peer click rate / 1.9× peer conversion / Klaviyo, last 12 months
System Rules:
Minimal backgrounds with controlled gradients or vignettes
Lighting shaped to reveal material and finish, especially metal and acrylic
Consistent shot hierarchy: hero, angle, detail, context
Negative space preserved for cropping across PDP and social formats
Props used only when they reinforce function and the desk world
Placements:
Assets were designed to scale across product pages, launch emails, category merchandising, and social crops while maintaining consistent hierarchy and tone.
Studio Product Clarity
Product first imagery built for PDP and listings, focused on silhouette, fit, and design details. This lane prioritizes accurate color and clear hierarchy so customers can assess a product quickly.
Graphic Launch System
Launch visuals designed like product posters, using negative space, structured typography, and controlled color fields to make key features legible at a glance. This lane is used for announcements, feature callouts, and campaign assets that need to read fast. When a release has a strong theme, the same structure opens up to build a small world around the product.
Lilies of the Valley, Keykobo. Floral art and backdrop generated in Firefly and refined in Photoshop, with type and layout by me, built around the manufacturer’s render.
Lifestyle imagery connects products to the desk world and the people behind the brand. This lane adds warmth and culture while keeping the product hero through disciplined framing and simple styling. Props are selected from the same desk ecosystem, allowing related products to appear naturally in the frame.
Lifestyle and Community Credibility
Divinikey Brush
Divinikey Middle Weight Hoodie
Geon Switches and Switch Holder
Keychron Q8 Keyboard
Shop App Category System
A suite of category images art directed for mobile browsing. Each image communicates the product type instantly, while maintaining consistent tone, lighting, and negative space for interface overlays.
Partner Product Launches and Email Design
Partner products often require a full launch kit created in house, including imagery, PDP, layout, and email design. Work shown pairs hero and detail photography.
Nuxros Kraze 65% Keyboard
Every launch email runs on one editorial template: a brand eyebrow, the product title, a single hero, a short read, two key facts, and one call to action. Products swap in from launch to launch, and the layout leaves room to add assets, like a video or an image grid, without rebuilding it.
For the Nuxros Kraze group buy, the launch email opened on a lit product still. The last call swapped the hero for our typing test, linked straight to the video, so the final push let people hear the board before the group buy closed.
Nuxros +84 Keyboard
Nuxros Kraze: Launch to Last Call
Nuxros Kraze typing test.
Note on product ownership
Products shown include Divinikey originals and partner brands carried in store. All photography and launch assets were created for Divinikey ecommerce and marketing channels.