Creating heaven on earth for beauty lovers
In just over three months as Creative Lead at this disruptive beauty start-up, I worked with the founders to take After Beauty from brand new idea to exciting new brand. Through strategic exploration, and the definition of brand values and a compelling story, I directed a visual identity (of the store and website) built a tone of voice and managed the online content.
Building magical customer experiences
I managed a team of copywriters to create hundreds of product descriptions for the website and art directed photo and video shoots for online and social content. I also designed the in-store retail experience which included an affirmation wall, secret cloud experience room, 16 different selfie stations, a secret teddy bear lift and a whole lot of roses! I also helped to create in-store POS and visual merchandising (including the store windows).
Test. Trial. Play
I was also the in-house hair and makeup artist for After Beauty. I did hair and makeup for POS collateral and social media shots. I led to-camera tutorials and demonstrations for the brand, collaborating closely with high-profile beauty brands such as Pür Cosmetics and Skin Inc on content collaborations.
Creative Lead + Hair + Makeup + VM + POS + Positioning + TOV + Branding + Values + Social + Strategy + Cocktail Designer + Art Direction + Retail Design + Event Planning + Content + Retail Design
