Coming off the success of the launch of their first clean beauty brand, Biossance, Amyris sought to launch a clean masstige babycare brand in 2019. I was brought on board to lead the creative and copy development, from product naming and packaging through a full 360 marketing launch campaign.
After joining Amyris, we hired the Brooklyn based branding agency Red Antler. Equipped with extensive consumer research on our demographic and purchase behavior, we defined the brand ethos, designed the packaging of the core baby and mom assortment and created the style guidelines for digital and retail experiences.
Internally, I led a small team of art directors and copywriters to launch our mobile friendly DTC site on the Shopify platform. Building out a robust content strategy was crucial in building and retaining a loyal customer base.
We partnered with Wayfarer Studio and our brand ambassadors to introduce the product line and benefits while bringing light to the joy of parenting in three humorous episodes.
In the first few months, we concepted and developed event collateral for baby shows, press events and store windows across the country to introduce our new brand to retailers and consumers alike.
Despite 2020 being a challenging year for most retailers, Pipette first year was a series of milestones for our small, mighty team! In our first year, our brand was accepted into top multiple online retailers including Amazon, Target, Credo Beauty, Goop and Dermstore. And our revenue in year one was almost double our forecast at 6.5M.
Within 9 months of launch, we introduced 9 new skus including a handcare line we safely rushed to market in under 3 months. Our team produced and art directed all campaign shoots to support product launches, and our social feed designed and art directed by the creative team gained an active 30k following.
Site optimization and tools designed to increase customer conversion and drive higher AOV were the focus of the fall/holiday campaign. We introduced a virtual bundling tool, gift guide and an advent calendar of offers throughout the month of December.
Introducing “Beauty with Substance”. Amyris Clean Beauty partnered with Rose Inc to launch a clean, sustainable and non-comedogenic color brand in 2021. I led the creative development of the brand identity, strategy, packaging and retail material, partnering with Baron + Baron on campaign photo art direction.
To support the launch, we developed a welcome kit sent to 100 key influencers. The kit included one of each sku, with colors tailored for each individual. We also designed sampling sachets that were included in e-commerce orders and sampled at beauty retailers.
Working with D3, I led the development of the gondola design for domestic and international retail partners - Sephora, Space NK and Mecca. I attended prototype reviews to validate the quality of material, photographic imagery and product fit.
Working closely with the digital design director, I concepted and produced all launch imagery including individual and group product photography, swatches of every shade, and a community shoot of real women wearing every shade of the makeup line.
In 2021, I was brought on as the company’s first creative director since its inception 16 years prior. Within a short few months, I built out a team to support the channel needs of the rapidly growing business and elevated the brand look and feel across all platforms. By holiday, the website and all channel activations had transformed and saw an 84% YOY growth in email and paid social channels.
By September of 2021, the company was poised to go public with a fresh, modern look and feel. I led the development of the IPO video and all creative collateral for investors. On the monumentous day for the brand, we took over Times Square with placements in NASDAQ, Reueters and the Marquis. Underscoring our brand ethos - its mission in sourcing conflict free diamonds sustainably and ethically became the cornerstone of our communications to differentiate us from a growing set of competitors.
The holiday season brought a massive transformation to the ecommerce site with all editorial and navigational site tiles updated with an elevated modern look and feel. Storytelling in email and social focused on styling techniques, customizing a personalized bridal setting and gift guides for everyone on your list.
Paid social videos were a huge opportunity for the brand to grab the attention and retention of the Gen Z base. Throughout our fall, holiday and post holiday seasons, we developed video campaigns to accelerate fine jewelry purchases at key gifting moments and strengthen our presence as a leader in ethical and sustainable bridal jewelry.
After joining ThirdLove, our team partnered with a boutique NYC creative agency, Partners & Spade to rebrand ThirdLove. Together, we redefined the photo art direction, graphic and typographic style guidelines to be truly reflective of the modern woman. We rolled out our manifesto and campaign imagery in NYC subways, billboards, print ads and a TV spot.
An extensive casting was crucial for this launch - we hoped to feature women of all shapes, skin tones and ages that women could relate to. Billboards featured our real women cast in Soho and Midtown, NYC.
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We also took over subways in Spring Street, Columbus Circle and Bedford Avenue, NYC.
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Multiple :15 and :30 cuts were made for maximum exposure in network and digital TV, as well as paid and organic social.
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CREATIVE DIRECTION, Thirdlove
As a followup to the rebrand, we launched a campaign dedicated to the inclusivity of sizing. Touting one of the broadest selection of sizes, we cast one real woman for each of our 78 sizes in a photo/video shoot. The beautiful output celebrated ALL women (and transgender) across all channels.
A montage of the full cast of 78 women appeared in the New York Times, as well as OOH in multiple urban markets. A corresponding video of testimonials from many of the women brought the campaign to life in digital ad placements, while a BTS style video challenged the norms of what is sexy defined by direct competitor, Victorias Secret.
Alongside the launch of the inclusive sizing campaign, we redesigned the site with a fresh, modern look and feel, updating all editorial and PDP photography to be reflective of the modern women. Corresponding emails accompanied the campaign with a teaser, letter from the CEO and reintroduction of our core styles.
In fall 2017, Old Navy launched a subscription service for children’s clothes. Based on their style, kids would get a box loaded up of sporty or trend-setting styles. We concepted and designed the box and insert design, as well as online site and order form.
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The Old Navy Superbox website outlined the product benefits and ease of ordering. A 4-step order experience allowed users to customize their box based on style, sex, age and delivery frequency.
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As a senior creative director, I oversaw a team of photo and graphic art directors in the seasonal development of all fall and spring store and online collateral. This included store windows, propping and navigational signage in stores, as well as the design of the website, campaign and promotional emails and digital ads.
CREATIVE DIRECTION
In 2013, Victorias Secret PINK launched their first official website. I led the creative concept and development of the first homepage, and have overseen its evolution since inception. Throughout the years we have adapted to design trends, new digital innovation, but the focus on a brand relevant and rich storytelling experience has always remained a core value.
In 2015, as our team continued to scale with the growth of the business, we began to layer in landing pages allowing merchants to tell richer and broader product stories aligning closely with the store floorsets.
CREATIVE DIRECTION
If people love a brand story, more than half (55%) are likely to buy the product in the future, 40% will share it, and 15% will buy it straight away. Partnering with merchants and marketing, our creative team has played an integral role in concepting and planning seasonal and floorset stories aimed to stir emotion and encourage customers to consider their fashion footprint. Through a rigorous test and learn agenda we have been able to identify practices that drive results and optimize for future initiatives. Below are a few examples of editorials to support seasonal campaigns, product launches and trends.
To compliment product launches or key trend stories, our team partnered with site merchandisers to build collections with cohesive storytelling and a unique image strategy. Executions focused on outfitting, building natural adjacencies between intimates and apparel and showcasing product attributes.
CREATIVE DIRECTION
Education is a powerful and important fundamental to scaling the bra business at Victoria's Secret. Building tools that enable user interaction and feedback can drive sales, increase satisfaction and loyalty. In 2014, our creative team partnered closely with UX and developers to build the PINK Bra Guide allowing visitors to find their perfect fit, get style tips and bra basics and create their perfect bra wardrobe.
CREATIVE DIRECTION
In the last 2 years, the PINK Nation app has been among the top 50 downloaded apps over 2 dozen times! Engaging content and frenzy offers helped drive membership to over 13 million members! Pink Nation members are the most dedicated customers, driving higher AOS demand, making the app a valuable conversion tool for the brand.
n 2015, our robust Spring Break strategy included a customizable countdown clock allowing members to announce their Spring Break destination and receive relevant content and offers as their trip approached.
Campus Kickoff was our first foray into building games for the teen market. Engagement with the game was so successful, we have incorporated gaming into our seasonal strategy.
To build awareness and enthusiasm for our popup shop touring bus and with the key insight that our audience is highly engaged with app gaming, our team built an irresistible and addictive Pac-man inspired game.
Playing off the successful Tinder application, we created an experience that ensured girls would never get another unwanted ugly sweater. With a few quick swipes, girls were able to quickly build their holiday wishlist and send it off to their family and friends.
CREATIVE DIRECTION
In five years, creative and marketing efforts have together scaled the Pink Nation program from 2 million to over 13 million members strong through a consistent delivery of engaging content and experiences! Consequently, Pink Nation members are the most dedicated customers, driving higher AOS demand and conversion.
In 2015, we launched out first Instashop, allowing Pink Nation members a first look at the must have items for Spring Break. Members shopping our early access Instagram feed helped double our fan base. I led the concept, execution, and production of all photography.
Campus Showdown pits schools against each other in a race for the biggest PINK party of the year, held on their campus! Engagement with the program has been so successful, we have repeated the activation the past five years since inception!
As a brand, we rely on our members to keep us on the pulse of what is cool and relevant in today's market. Each year, we run contests such as the Tank Vote Off, to allow members to vote on the next big GWP.
CREATIVE DIRECTION, YSL Beauty
Yves Saint Laurent stands for no compromise, your own rules, now. The daring world of YSL beauty is the definition of subversive luxury, rebellious edge, and parisienne style. In 2010, our in-house team at L'Oreal had the privilege of transitioning the brand to its first scaleable ecommerce platform, Demandware. Working with UX, developers, and a team of designers we designed and built the site from the ground up, including all content and commerce.
To improve the makeup buying experience in a challenging online environment, we created interactive and personalized features that allowed for easier product comparison and shade finders.
CREATIVE DIRECTION, Lancome
Ultra-femininity, emotion, joie-de-vivre, happiness and beauty are at the very heart of Lancôme’ s DNA. Serving as the brand guardian and creative liaison to outbound partnerships, I led the creative transition of the Lancome ecommerce site to the Demandware platform, with a focus on building a a strong omnichannel experience with a robust content strategy including how-to videos from celebrity makeup artists, online skincare consultation tools and easy replenishment programs.
CREATIVE DIRECTION, L'Oreal
160 years ago, Kiehls opened as an old-world apothecary in NYC and since, grown as a company devoted to community, customer service, and best-selling formulas. Serving as the brand guardian and creative liaison to outbound partnerships, I led the creative transition of the Kiehls ecommerce site to the Demandware platform, with a focus on building a strong user experience that included the integration of storytelling and content that celebrates the brand DNA.
