Looks like you have JavaScript disabled. For the full Twine experience, you will need to re-enable it.

I am a creative lead based in New York with seven years of experience specializing in fashion, beauty, and luxury lifestyle. I excel at luxury branding, creative strategy, and producing high-impact social-first campaigns that seamlessly merge art direction with digital visual merchandising. My expertise spans a broad range of creative disciplines including packaging design, photo research, storyboarding, typography, and retouching. I enjoy leveraging my skills in Adobe Creative Suite and generative AI to deliver sophisticated, on-brand solutions that elevate client brands and engage audiences across all channels.…I am a creative lead based in New York with seven years of experience specializing in fashion, beauty, and luxury lifestyle. I excel at luxury branding, creative strategy, and producing high-impact social-first campaigns that seamlessly merge art direction with digital visual merchandising. My expertise spans a broad range of creative disciplines including packaging design, photo research, storyboarding, typography, and retouching. I enjoy leveraging my skills in Adobe Creative Suite and generative AI to deliver sophisticated, on-brand solutions that elevate client brands and engage audiences across all channels.

Winnie T. Lu

Art Director, Creative Director, Brand Designer, +3





I am a creative lead based in New York with seven years of experience specializing in fashion, beauty, and luxury lifestyle. I excel at luxury branding, creative strategy, and producing high-impact social-first campaigns that seamlessly merge art direction with digital visual merchandising. My expertise spans a broad range of creative disciplines including packaging design, photo research, storyboarding, typography, and retouching. I enjoy leveraging my skills in Adobe Creative Suite and generative AI to deliver sophisticated, on-brand solutions that elevate client brands and engage audiences across all channels.…I am a creative lead based in New York with seven years of experience specializing in fashion, beauty, and luxury lifestyle. I excel at luxury branding, creative strategy, and producing high-impact social-first campaigns that seamlessly merge art direction with digital visual merchandising. My expertise spans a broad range of creative disciplines including packaging design, photo research, storyboarding, typography, and retouching. I enjoy leveraging my skills in Adobe Creative Suite and generative AI to deliver sophisticated, on-brand solutions that elevate client brands and engage audiences across all channels.

Available to hire

I am a creative lead based in New York with seven years of experience specializing in fashion, beauty, and luxury lifestyle. I excel at luxury branding, creative strategy, and producing high-impact social-first campaigns that seamlessly merge art direction with digital visual merchandising.

My expertise spans a broad range of creative disciplines including packaging design, photo research, storyboarding, typography, and retouching. I enjoy leveraging my skills in Adobe Creative Suite and generative AI to deliver sophisticated, on-brand solutions that elevate client brands and engage audiences across all channels.

Skills

Experience Level

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Intermediate

Intermediate

Intermediate

Work Experience

Art Director at Assouline

March 1, 2025 - August 26, 2025

Oversaw creative for Assouline’s most exclusive luxury titles, producing over 20 books per year from concept to print. Art directed cover concepts, photo research, typography, editorial layouts, illustrations, packaging, and materials in collaboration with clients and multiple creative partners. Managed production and communication with global vendors to ensure quality and fast turnarounds. Led the launch of Assouline’s first candle line, managing market research, concept development, sensory testing, packaging, and marketing rollout. Elevated digital merchandising with landing page redesign, product photography direction, and optimized gifting and checkout experiences. Refined brand guidelines across print, digital, and product design.

Art Director at Commodity Fragrances

March 1, 2025 - Present

Led creative direction for paid advertising across social and email/SMS, introducing architectural references to elevate the brand and create cohesive, scalable creative across channels. Directed photo and video shoots end-to-end, including storyboarding, casting, budgeting, rentals, and guiding creative teams through production. Utilized generative AI to conceptualize and expand creative rollouts within a fast-moving, high-growth environment.

Art Director at Assouline

March 1, 2025 - August 26, 2025

Oversaw creative for Assouline’s most exclusive luxury titles, producing over 20 books per year from concept to print. Art directed cover concepts, photo research, typography, editorial layouts, illustrations, packaging, and materials by collaborating with clients, illustrators, editors, curators, printers, and retouchers to deliver on-brand creative. Managed production and communication with global vendors, reviewed sample tests, color proofs, and print finishes to ensure quality standards with fast turnarounds. Led the launch of the brand’s first candle line, including market research, concept development, sensory testing, packaging, and marketing rollout. Enhanced digital merchandising through landing page redesign and product photography direction, improving gifting and checkout experiences. Refined brand guidelines across print, digital, and product design.

Art Director at Commodity Fragrances

March 1, 2025 - Present

Led creative direction for paid advertising across social and email/SMS channels, introducing architectural references to elevate the brand and create cohesive, scalable creative across channels. Directed photo and video shoots end-to-end, from storyboarding and casting to budgeting and rentals, guiding creative teams through production. Utilized generative AI to conceptualize and expand creative campaigns within a fast-moving, high-growth environment.

Art Director at Kiehl’s Since 1851

August 1, 2021 - August 26, 2025

Directed global 360° campaign creative for digital-first product launches across social media platforms. Developed distinct lifestyle visuals aligned with campaign strategy and target audiences. Led photo and video shoots including pitching, storyboarding, casting, styling, and post-production. Created brand toolkits and marketing templates for international markets. Partnered with strategy, influencer, and agency teams to amplify reach and ensure brand alignment across digital and retail channels.

Art Director at Kiehl’s Since 1851

August 1, 2021 - August 26, 2025

Directed global 360° campaign creative for digital-first product launches across social media. Developed distinct lifestyle visuals for each product line aligned with campaign strategy and target audience. Led photo and video shoots including pitching, storyboarding, casting, styling, and post-production. Created brand toolkits and marketing templates for international markets. Collaborated with strategy, influencer, and agency teams to amplify reach and ensure brand alignment across digital and retail channels.

Art Director at Studio Institute

September 1, 2018 - August 26, 2025

Elevated visual direction for clients in luxury, fashion, and spirits sectors. Led visual identity initiatives, presentation decks, packaging, and web projects for clients such as Morgan Lane, Ten to One Rum, and Undone Watches.

Art Director at Studio Institute

September 1, 2018 - August 26, 2025

Elevated visual direction for clients in luxury, fashion, and spirits sectors. Led visual identity, presentation decks, packaging, and web projects for clients including Morgan Lane, Ten to One Rum, and Undone Watches.