Brand Strategy & Design

CHALLENGE Re-launching a haircare brand required more than great products. It demanded a clear, compelling story and consistent identity across every touchpoint. The cross-functional team needed to align on user personas, tone of voice, and visual direction to create 360° branding that would cut through a crowded category and resonate with our target consumer. SOLUTION I helped lead the creative development from concept through execution, starting with a team kickoff to define our brand voice and visual language. I produced and directed photo and video shoots for sizzle reels and educational content, developing storyboards and collaborating with editors to bring the vision to life. I also art-directed and designed Amazon A+ content, oversaw product photography for internal and external partners, and managed the image archive to maintain visual consistency. Partnering across marketing, packaging, and retail, I ensured that every expression of the brand—from print and packaging to digital, social, and in-store—felt cohesive and connected. RESULT The campaign success introduced the new branding with a strong creative identity and measurable impact. Amazon A+ content helped drive sales to 40% above target, while cohesive storytelling across all channels reinforced a unified, premium presence that set the foundation for future growth.