ART DIRECTION
Visual direction for brands, campaigns, digital platforms, and content—from the initial premise through final execution.
SEE HIDDEN HILLS ↗01
PROFILE / JUSTINE S. BAYLON
Creative work,built outward.
I am a multi-disciplined creative professional with a foundation in Multimedia Arts and Design. The practice spans art direction, brand systems, campaigns, web and eCommerce, production, creative leadership, and emerging creative technology.
02 / BACKGROUND
Built from design.
Range across disciplines. Rigor in execution. Deadlines without the drama.
FOUNDATION / IMAGE · TYPE · COMPOSITION · MOTION
I started with graphics and identity work, then moved into campaigns, websites, eCommerce, video, and production. Creative direction and team leadership followed as the projects grew.
CONTINUITY / NEW TOOLS. SAME STANDARDS.
03 / PRACTICE
What the work covers.
CREATIVE LEADERSHIP
Direction, critique, and coordination across people, disciplines, timelines, and production.
EXPLORE SELECTED WORK ↗CREATIVE TECHNOLOGY
AI-assisted workflows, development tools, automation, and new production methods applied with judgment.
EXPLORE MY TOOLKIT ↓BRAND & GRAPHIC DESIGN
Identity systems, campaign assets, packaging, presentations, and the visual language that holds them together.
SEE SQRL PACKAGING ↗WEB & ECOMMERCE
Websites and storefronts shaped around structure, usability, content, and the realities of running a business.
SEE FORTUS + DEKKTRACK ↗VIDEO & PRODUCTION
Concept development, shoot planning, editing, motion, and delivery across formats.
SEE HIDDEN HILLS ↗04 / EXPERIENCE
Across different rooms.
The practice has moved between independent work, in-house teams, agencies, long-term client relationships, and leadership roles—from defining the problem and setting direction to producing, reviewing, and delivering the final work.
Independent. In-house.Agency. Leadership.Manila. Los Angeles.Las Vegas. Worldwide.
05 / PROCESS
How I work.
Clear thinking before execution. Room to explore. Care in the details—from the first conversation to the final handoff.
- 01 / UNDERSTAND
Find the real problem.
Start with the audience, the objective, and the constraints. Get clear on what the work needs to do—not just what it needs to look like.
- 02 / EXPLORE
Open up the possibilities.
Research, references, and early ideas help test different directions before committing to one.
- 03 / DESIGN
Give the idea a system.
Bring image, type, composition, and motion together into a direction that can carry across the right formats.
- 04 / REFINE
Make every detail earn its place.
Review, gather feedback, and test the work in context. Simplify what gets in the way and strengthen what matters.
- 05 / DELIVER
Finish with the handoff in mind.
Prepare the files, check the final output, and make the work clear and usable for the people taking it forward.
06 / CONFERENCES
In the room. Taking notes.
I attend these conferences to stay close to the conversations shaping design, technology, and AI—and to bring sharper thinking back into the work.
INT’L DESIGN CONFERENCE
MANILA · 2024
GRAPHIKA MANILA
MANILA · 2025
UX + AI
MANILA · 2026
07 / EDUCATION
Where it began.
ACADEMIC FOUNDATION
iACADEMY
CONCENTRATION
Multimedia Arts
and Design
A multidisciplinary foundation in visual communication—bringing design and technology together across print, digital, motion, photography, and interactive media.
SEE THE PROGRAM ↗08 / TOOLKIT
Tools of the trade.
For design, production, digital experiences, and the work that connects them.
01 / DESIGN & PRODUCTION
- Adobe Photoshop
- Adobe Illustrator
- Adobe InDesign
- Adobe Premiere
- Adobe After Effects
- Adobe Audition
- Adobe XD
- DaVinci Resolve
- Figma
- Canva
- CapCut
02 / AI & AUTOMATION
- Firefly
- Make
- Gemini
- Claude
- GPT
- Higgsfield
- Captions.ai
- ElevenLabs
- Grok
- Copilot
03 / WEB & COMMERCE
- WordPress
- Elementor
- WooCommerce
- Shopify
- BigCommerce
- Amazon
- eBay
09 / SELECTED HIGHLIGHTS
The work, made real.
Selected deliverables from the case files—not sales claims, but tangible work across brands, packaging, and digital experiences.
PACKAGING / SQRLOne identity.
Built to
Two brands.
One identity.
Every angle.
Carton artwork, six product views, and eight styled compositions in a cohesive packaging presentation.
VIEW CASE FILE ↗BRAND SYSTEM / TOPPINZBuilt to
carry across.
A shared identity across packaging, Shopify, campaign imagery, and email creative.
VIEW CASE FILE ↗DIGITAL / FORTUS + DEKKTRACKTwo brands.
Distinct worlds.
Website presentations connecting product categories with desktop, tablet, and mobile layouts.
VIEW CASE FILE ↗10 / FINE PRINTS
They said it first.
A few sharp observations on life, perspective, and persistence—borrowed words that have stayed with me and still hold up.
“Before you criticize someone, you should walk a mile in their shoes. That way, you’re a mile away and you have their shoes.”
Jack Handey
“Life is hard. After all, it kills you.”
Katharine Hepburn
“If you’re going through hell, good. Keep going.”
Winston Churchill
11 / GRIT
In relentless pursuit of greatness.
The standard has to survive the mood.
GRIT / DISCIPLINE · RESILIENCE · FOLLOW-THROUGH
Grit is the quiet decision to keep the standard high after enthusiasm fades. It is patience with the process, discipline in the repetition, and the willingness to return to difficult work until it becomes clear, useful, and undeniable. Talent may start the motion; grit is what carries an idea through uncertainty, criticism, revision, and the long distance between potential and finished work.