Global Brand Expansion: Maxus (UK, China, Spain & US Pipeline)

Comprehensive art direction, visual strategy, and global market rollouts across international marketplaces (Amazon UK), Chinese e-com ecosystems, and global D2C platforms/

  • Role: Lead Art Director / Visual Strategist / Creative Lead
  • Category: E-commerce, FMCG, Sexual Wellness (18+)
  • Tools & Stack: Midjourney, ComfyUI, Gemini, Kling AI, Figma, Adobe Photoshop, Blender 3D
  • Channels & Markets: Amazon UK (Storefront, Sponsored Brands, PDP), China E-com (Tmall/JD), European Retail (Spain), Global D2C Platform, US Market Entry Pipeline

Context & Strategic Challenge

The intimate wellness category across global territories is governed by radically polarized cultural codes and aggressive advertising restrictions. The primary challenge was translating the brand's core British heritage ("Born in the UK") into each respective regional landscape — from the conservative advertising guidelines of Amazon UK to the hyper-dense visual feeds of Chinese digital marketplaces.

  • High Moderation Thresholds: Stringent 18+ policy enforcement across western programmatic networks and Amazon listings, requiring complete elimination of explicit subtext.
  • Divergent Visual Codes: Pristine minimalism and negative space expected in the UK versus information-dense, high-speed visual structures required in Asian e-commerce.
  • Scalable Cohesive Framework: Structuring a unified design architecture that seamlessly adapts into English, Spanish, and Chinese without degrading the brand's luxury positioning.
Key Objectives
  • Multilingual Listing Standards: Establish agile PDP architectures tailored specifically to Amazon UK and local Chinese e-commerce marketplaces, adapted to localized reading patterns.
  • 100% Compliance Architecture: Engineer high-performing ad creatives and media display systems that pass automated platform moderation filters on the first review.
  • Global D2C Storefront: Design a flagship English D2C digital platform marrying high-end dark luxury aesthetics with smooth purchase routing.
High-Converting PDP Funnels for Amazon UK
Complete restructuring of product communication for Western e-commerce: deep black backgrounds, refined typography, authentic European couple lifestyle, and strong British heritage cues ("Premium British Brand").
  • Compliance Hero Visuals: Pure white-background renders (RGB 255,255,255) showcasing matte black tin textures and foil debossing in strict adherence to Amazon main image policies.
  • Measurable Value Drivers: Concise, data-backed value propositions without cognitive clutter: "2X thinner than Classic", "30% more lubrication", and "As safe as... but 40% thinner".
  • Tasteful European Lifestyle: Intimate, cinematic couple imagery ("So all you feel is your partner") crafted to pass sensitive-category advertising filters effortlessly.
  • Medical Rigor & Sizing: Technical schematics (180×53 mm), verified formulations (Paraben-, BPA- & Glycerin-free), and a transparent 5-stage laboratory quality-testing breakdown.
  • Collectible Accessory Framing: Highlighting bespoke circular foils ("Unique & Stylish Foil Designs") and pocket-sized aluminum carry cases in 20+ vibrant finishes for discreet everyday portability.
China E-Com Funnels: Trust, Sensation & Collectible Prestige
Tailoring the visual storytelling specifically for the Chinese digital consumer: emphasizing emotional safety, verified ingredients, and premium imported British positioning.
  • Relatable Asian Lifestyle: High-fidelity, tender moments featuring Asian models ("Designed for comfort and intimacy", "Enjoy life with MAXUS") establishing premium trust without vulgarity.
  • Transparent Specs & Purity: Clear anatomical sizing diagrams (160×52 mm) emphasizing medical-grade criteria: hypoallergenic silicone lubricant, pure natural latex, and zero parabens, BPA, or glycerin.
  • 5-Stage Quality Verification: Dedicated quality-control slide detailing electronic and pressure testing, dismantling safety concerns regarding imported essentials.
  • British Identity & Collectible Cases: Celebrating the "British Edition" pedigree with gold-foil seal graphics and 20+ collectible metallic carry tins for discreet carry.
  • Portfolio Navigation: Visual selection architecture showcasing 3, 15, and 50-count packs alongside a structured "Choose Your Style" lineup (Classic, Ultra Thin, Special, Mixed, Air 003) driving basket size.

Sponsored Brands Video: High-Impact Search Capture

Conversion-focused video creatives engineered for high-visibility placements on Amazon UK. Specifically optimized for autoplay silent viewing and strict restricted-category regulations.

  • Immediate Golden Hook: Dynamic 3D gold logo animation transitioning directly to the flagship variety podium ("Your Best Variety Pack"), stopping search scroll within milliseconds.
  • 3-in-1 Variety Architecture: Clear breakdown of the 50-count assortment pack into Classic, Ultra Thin, and Dots & Ribs with an immediate "Try It All" action prompt.
  • Compliance-Safe Intimacy: Tasteful evening dinner and date setting featuring soft lighting and a single rose ("Power Passion"), conveying desire without policy-triggering content.
  • Conversion-Driven Packshot: Direct call to action ("SO ORDER NOW") integrated alongside premium metallic textures and product branding.
  • Impact: +36% CTR outperforming category averages and 100% compliance approval across Amazon Advertising.

Amazon Brand Store: Multipage Flagship Experience

Architectural design of an immersive brand destination within Amazon UK, engineered with the visual identity of a high-end luxury boutique while maximizing cross-selling and cart conversion.

  • Dramatic Brand Hook: High-contrast monochrome aesthetic, intimate editorial couple photography, and the provocative headline: "So, tell me... what do you desire?" anchored by core values: Power, Passion, Pleasure.
  • Color-Coded Department Navigation: Intuitive navigation tabs color-coded by category: Ultra-Thin (Crimson), Mix & Texture (Emerald Green), Fragrance-Free Lubricants (Azure Blue), and 2-in-1 Aloe Massage Gels (Jade).
  • Frictionless Pack Matrix: Instant direct-to-cart purchasing modules for 3, 15, 50, and 100-pack formats and 50/100 ml lubricants with streamlined "Shop Now" buttons.
  • Gamification & Collectibles: Visual showcases highlighting bespoke foil blister ranges and aluminum pocket cases framed as "Your Little Secret".
  • Editorial Content Layer: Lifestyle date inspiration guide ("Date Ideas in Britain: Picnic, Boating, London Nights"), nurturing organic customer loyalty and social community.
Global D2C Landing Page: The Brand Flagship
An editorial Dark Luxury digital flagship uniting the brand's international narrative with seamless direct checkout routing to Amazon.

  • Editorial Hero Canvas: Atmospheric cinematic imagery, signature teaser copy ("So, tell me... what do you desire?"), and clear Amazon routing CTAs.
  • Brand Identity Manifesto: Codified brand values based on the Power / Passion / Pleasure ethos, establishing intimate wellness as a refined lifestyle choice.
  • Convenient Pack Sizing Grid: Systematic collection catalog with clear color signposts across Ultra Thin, Mix, Classic, and Special lines.
  • Trend & Accessory Modules: Visual galleries of collectible blister foils, polaroid trend stories ("Maxus is at the forefront of every trend"), and portable aluminum tins.
  • Custom Fit Finder: Interactive sizing and preference diagnostic ("Find your fit and start the exploration") ending with the brand signature: "Be Outstanding — Choose Maxus".
Programmatic Display & Amazon DSP Campaigns
Comprehensive multi-format retargeting matrix designed for external acquisition and off-Amazon traffic generation with airtight 18+ policy adherence.

Policy-Compliant Creative Sets: Atmospheric daylight lifestyle shots (outdoor park settings) and macro packshots eliminating non-compliance risks across ad exchanges.

Tactile & Limited Editions: High-impact product spotlights featuring embossed gold canisters (Amazing 2000 Dots) and pastel fruit varieties (Exotic Mix with banana, strawberry, and bubblegum profiles).

Lubricant Ecosystem Expansion: Dark-room studio product renders of 100 ml bottles (Cherry Bloom, Naked Fantasy, Desire Code) engineered to increase basket size.

Dedicated Fit Formats: High-contrast neon creative units highlighting extended comfort dimensions ("Extra Large Condoms 60 mm — Extra Comfort") in 15 and 50-pack counts.

  • Accessory Focus: Bold lifestyle presentations of the pocket-sized aluminum case and British Mix collector blister art.
Measurable Impact
  • 100%
    Zero-rejection compliance across Amazon UK, Amazon DSP advertising suites, and Chinese programmatic networks in regulated adult categories.
  • +46%
    Uplift in Sponsored Brands Video CTR over standard category performance benchmarks via rapid golden hook intro and lifestyle pacing.
  • TOP-40
    Organic category rank achieved for flagship product listings on Amazon UK within 4 months of launch, driven by brand store synergy and optimized rich content.
  • 4 Markets
    Commercial launches executed across the UK, Spain, and China e-com marketplaces, backed by a unified design infrastructure ready for US deployment.
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