CREATIVE DIRECTION + SOCIAL MEDIA STRATEGY | BYBI BEAUTY

In July 2019, I was bought in to consult across the BYBI Beauty brand with a particular focus on global social media strategy, creative campaigns and influencer strategy. The objective was to strengthen BYBI’s social media and overall brand positioning on a global level (both online and retail). I also worked very closely with the team to bring to life and define a creative direction and influencer campaign strategy for this sustainable, trendy and fast-growing skincare brand.

SOCIAL MEDIA + BRAND WORKSHOP / DIGITAL STRATEGY | AYS AGENCY

Freelancing for Adjust Your Set, I worked on a social media and brand workshop for client Radley London. Following the workshop day, I then worked with the team to develop and shape a long-term social media and digital strategy to help build Radley London’s brand equity and increase growth/ engagement.

CREATIVE STRATEGY, CONCEPT + ART DIRECTION | M.A.C COSMETICS

Freelance creative strategy, concept and art direction for M.A.C Cosmetics (India) pitch project. The brief was to make a set of creative how-to videos and social assets for Indian bridal beauty and Diwali that would live on M.A.C India digital channels. In a very short turnaround time, I managed multiple elements of this brief - coming up with and researching insights, creative references, multiple creative routes and storyboards, talent, locations and a social media and influencer strategy to support the creative concepts.

CREATIVE CONTENT STRATEGY + COPY | WUNDERMAN THOMPSON

Working as the lead on digital content and copy for Wunderman, I led the team in creating a complete overhaul and re-brand of the global glo website. My task was to take the existing glo website and work with the UX and creative teams to provide wireframes, content guidelines, best practice user journeys (per market) and copy which would then form the complete UI designs and delivery for the global website.

BRAND & CREATIVE DIRECTION + INFLUENCER STRATEGY | BEAUTONOMY

In September 2018, I was bought in to consult on Brand & Content Direction, for Coty’s new beauty brand Beautonomy. The objective was to create and define a solid brand strategy, positioning, brand audience and consumer identity. I also worked very closely with the team to bring to life and define a creative direction and Influencer campaign strategy for this fun and dynamic new beauty brand.

BRAND BIBLE & TOV GUIDE | BOUCLÈME

Hired as Freelance Brand Director & Creative Director, I created and defined a unique brand identity and positioning for the premium curly hair brand, Bouclème. This included a complete brand bible, covering all touch-points and aspects of the brand, along with a Tone of Voice bible for the brand for use across online, offline and social media.

MODELS OWN 'SANDSTORM' BEAUTY CAMPAIGN

Ideation, Creative Direction & Styling for Models Own | Photography by Gavin SF

MODELS OWN LEAD CREATIVES | INTEGRATED LAUNCH MARKETING CAMPAIGNS

Ideation, Copy and Art Direction for Models Own | These lead creatives were then used and adapted across online, print, shop windows, in-store and POS for each NPD launch.

 

MODELS OWN 'GLITTERMIX' BEAUTY CAMPAIGN

Ideation, Creative Direction & Styling for Models Own | Photography by Arved Colvin-Smith

MODELS OWN ART DIRECTION

Whilst consulting for cosmetics brand Models Own, I worked alongside freelance Art Director, Shelley Dobson, to create Design Direction guides for the global Models Own re-brand. This visual identity then went on to inform global product, packaging and store visuals.