Case Studies
Beautiful Nutrition
The Challenge:
Tasked with developing the branding for this new B2B and B2C women’s health brand, as well as creating its first product line.
Result:
Developed an on-trend, market-fit brand that was visually thought-provoking and engaging. It was carried by major retailers within the first year, along with a steadily growing DTC e-commerce presence.
The Website
Created a site that combines beauty, health, and science packaged with a modern aesthetic. This content-rich site, filled with information backed by research studies, was informative without the scientific jargon. In fact, the tone was witty, sometimes sarcastic, and anything but standard.
Product Development
Before this, I had never developed health or beauty products, nor had I worked with a chemist. However, my background in marketing and branding proved invaluable here. Finding market fits with clever stories is something I was very accustomed to doing; I was now just doing it in a new medium! Here are a few examples.
HEALTHY HAIR DIET
The ask: Develop a line of hair care that targets health-conscious women.
The answer: Healthy Hair Diet, a holistic system designed to nourish your from the inside out.
MIX FIX
The ask: create hair products that seamlessly fit into a woman's beauty routine, making her everyday experience better.
The answer: Mix Fix, conditioner boosters that revitalize your favorite products. No need to switch to a new conditioner; just boost it once a week for that first-time feel.
PRETTY NATAL
The ask: Develop products that address the top trending beauty searches concerning healthy hair, nails, and skin. Push the boundaries while keeping the products simple and relatable.
The answer: a supplement containing all the beauty benefits of a prenatal vitamin, formulated for women who are not pregnant or trying to become pregnant.
Stacey Abrams' Fair Fight Campaign
My Role
As Creative Director, I led a team in crafting standout campaigns that exceeded CPA projections and drove user engagement. My responsibilities included a wide range of tasks such as conceptualizing, designing, copywriting, and directing video shoots for social media, OTT, broadcast, and web.
The Result
In an extremely crowded and highly restricted political space, our campaigns exceeded expectations with CPAs below predictions, and user shares played a key role in acquisition.
Mobilization: Animated Gifs/Statics
Storyboards
Whether it's live action or animation, I almost always design screens for the look, feel, and flow.
SheerStyle
Founder and Creative Director
Long story short: I saw an opportunity in the hosiery industry, so I raised capital and launched SheerStyle, an ecommerce hosiery store and brand. Fast forward two years, I sold the company, though it wasn't exactly a fairy tale ending. I left feeling smarter, dumber, braver, and more skilled than ever. This is also where I received my unofficial MBA.
Why hosiery/ecommerce?
- Hosiery is expected to rip and when it does customers blame themselves, then buy another pair.
- Great for subscription model
- Can't try on in stores = no barrier to online shopping
- Low returns - even if it “doesn’t fit” it fits
- Light weight = inexpensive shipping
- Small number of SKUs
- Highend hosiery margin: 150% to 600%
“Another pair bites the dust. At least I got to wear these more than once. Time for another pair.”
The Website
Fashion, inspiration, and style advice, packed with a “behind the scenes” aesthetic — this content-rich site showcased our hosiery and helped answer the inevitable question: “Will this look good on me?”
Tagline
"Style & Tell" was our tagline. It served as the overall theme that we used in cross-promotion. We collaborated with NYC clothing designers who had a strong social media following and provided them with photography featuring our hosiery. Everyone needs more good content, so we played to our strengths, and it proved to be a cost-effective way for acquisition. Even our models were part of the story - fascinating NYC women with inspirational backgrounds.
Left to Right: Biomedical Engineer, Emergency Room Doctor, Jewelry Designer (Neiman Marcus) , Wanderlust Girls (bloggers), Yoga Instructor
