Case Study 05

Duty Free Shop

Participants

Creative Direction — Dakyung Lee, Jong Woo Si, & DFS Creative Team
Lead Design — Jong Woo Si
Illustration — Dakyung Lee

Project Overview: JD&Co. served as an interim Creative Director, leading the in-house creative teams in New York and Hong Kong and shaping Duty Free Shop’s global narrative with finesse—juggling creative campaigns, in-store events, and the DFS customer loyalty program.

Services: Beauty / Branding / Editorial / Illustration / Luxury / Social

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The Challenge

When their Creative Director went on maternity leave, Duty Free Shop needed someone who really understood the brand and could effectively lead in-house creative teams across two continents.

JD&Co.’s inputs were invaluable. We were so excited about having them lend us their talent and skill. They have impeccable taste and always push the creative to the next level.

Sherril Hwangbo
Global Design Director at DFS Group Limited

The Solution

JD&Co. Design served as interim Creative Director on numerous projects, guiding the international in-house team across several high-profile campaigns and reaching important milestones for DFS.

For Loyal T, the customer loyalty program at DFS, we brainstormed potential mascot ideas with a fellow Creative Director, coming up with a range of symbols that embodied loyalty in DFS brand terms. We eventually landed on Cloud, an infectiously huggable cloud mascot. (Warning: it’s dangerously cute.)

We created illustrations for their First Class Beauty and Love of Travel campaigns, and led branding and editorial design for the 10th anniversary celebration of Masters of Time, a prestigious event that showcases ultra high-end watches and fine jewelry.