Role: Art Direction | Design | Retail Strategy

Designed for La-Tweeze

Brief: Design a limited edition product and packaging that appeals to a younger audience in the beauty market.

Solution: Researched top trends in the beauty market to determine brand positioning. Concept created was an iridescent, glittery package design featuring a magical unicorn. The tweezers feature an iridescent glow and light up when you press the Swarovski crystal on/off button. The box features an exclusive die-cut window and a mirrored case. Responsible for product and package design from concept to production.

As seen in Urban Outfitters and QVC

Role: Art Direction | Design | UX Design

Aloette is a direct sales company that prides themselves in using premium botanical ingredients in the market. Aloe vera is the cornerstone ingredient behind the Aloette product line.

Brief: Redesign Aloette’s website with a fresh and clean look that prioritizes consumer navigation for easy browsing and purchasing . Inspire current consultants and attract new, younger brand ambassadors/consultants to join the Aloette team.  

Solution: Their website presented a distinct issue. Since Aloette is a direct sales company, each consultant has their own website that links back to the main interface at Aloette.com. This limited changes we could make on the front end. Along with the team of developers, I successfully identified and navigated challenges that arose during the design phase; creating an enjoyable and beautiful shopping experience!

Role: Designer

Brief: Design packaging for Theorie’s new Charcoal Bamboo Collection.

Solution: Theorie was seeking to add a new trending collection to their already extensive line of shampoo and conditioners. I was tasked with picking PMS colors for labels that integrated smoothly with Theorie’s twelve existing collections and product lines. The line already included a wide color range but I expanded the spectrum to include black and white fitting in with what consumers visualize when hearing the product themes of “charcoal” and “purification.” I also created modern and consumer-centric advertisements to introduce the new line.

Role: Designer

Brief: Design packaging for Theorie’s additional collections, Tea Tree Ginger and Coconut Jasmine, for their Sage line.

Solution: I was tasked with picking colors for labels while keeping in mind their twelve other existing colorful collections and where they would fall within the spectrum. The line already included a wide range of colors making this task a difficult one. Conducted market research and incorporated a complete and vivid color spectrum for the Theorie Sage line.

Designed all aspects of the product labels, collages and the product catalog as seen.

Role: Designer | Production

Brief: Finalize packaging and merchandising for Theorie Tools release in ULTA stores across the US.

Role: Art Director | Designer

Brief: PÜR The Complexion Authority partnered with celebrity makeup artist Etienne Ortega for an exclusive release of a professional eyeshadow collection. As art director for PÜR, I was responsible for designing the entire look of the campaign from packaging to web design and merchandising.

Solution: This was the first time PÜR released a pro eyeshadow collection. Etienne Ortega is a professional celebrity makeup artist who has worked with A-list clientele including Christina Aguilera, Nicki Minaj and Kim Kardashian. The packaging for the collection needed to convey luxury and glamour. Working directly with the VP of Marketing at PÜR and Etienne, we arrived at using his signature as part of the packaging to commemorate him and to make the consumer feel special. We then carried this look throughout the entire campaign. This eyeshadow palette leaves even the most amateur makeup lover feeling like a pro.

Role: Art Director | Designer | Brand Positioning

Brief: Design a flat iron and packaging for Joyce Giraud’s brand.

Solution: Model and actress, Joyce Giraud approached Haute House Brands to help her design an exclusive flat iron and packaging for her established brand. Sticking to her brand guidelines and taking into consideration that this product would be sold on television, QVC, we arrived at a vertical box and design featuring her logo mark and beautiful tresses.