Beautycounter

 
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Social Art Direction + Design

I am responsible for the visual direction of our organic social channels - Instagram, Facebook, Pinterest and Twitter. I partner with paid media, providing imagery/animations that I have shot, as well as providing assets for Beautycounter Consultants. 

My background in content and editorial design made the transition to social media seamless. I joined over a year ago to challenge myself to understand a different branch of digital marketing.

Social media grosses 20+ million a year and we have seen an increase in engagement with each owned photograph/video. I am proud to say that I have been an pivotal part of that success. 

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One of my first tasks was to give our social pages an overhaul. I created a unique visual aesthetic by varying content, creating a clear visual identity and designing the grid with thoughtful color-schemes. The result has been a healthier than average growth to our followers (highest amongst our direct competitors). 

 

Still Life Art DirectioN

Photographer: Teri Lynn Fisher Stylists: Laurie Raab + Amy Lipnis

Anthropologie

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Previously : Senior Digital Content Designer

My role with Anthropolgie included wireframing, concepting layouts, pulling swipe, art directing, and executing final design for all beauty. I was also the lead designer for women's fashion including apparel, shoes and accessories. While there, I developed a visual style guide (textures, fonts, colors) and enhanced the user experience.

 

Digital Beauty Experience for anthropologie

The Process

While at Anthro, I led all beauty initiatives - concepting, art directing and executing full 360 digital campaigns.

The process began with a conversation with beauty leads on the needs of the business; then I worked closely with the ECD to creatively meet those objectives. The campaigns were either brand focused (Albeit, Darphin) or instructional (How to Use Oils, Mask Bar). They utilized UI shopping features such as product trays, marrying content and commerce seamlessly that resulted in higher conversions and increased sales.

After the strategy was cemented, I began to develop a creative identity and determine if additional asks were needed; i.e. illustrations, animation, video, etc.. I pulled swipe and created a shot list that was passed to illustrator or creative director.

For Darphin (see above), I sought out Brazilian illustrator, Willian Santiago, to illustrate ingredients in their signature essential oils. This gave the campaign a unique presence and worked well across all channels, such as social.

 
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Content + Ecommerce

One of my successes at Anthro was exploring the way commerce and content lived on a page. It's important that the experience was not just beautiful, but functional as a shopping tool. Below is an example of an instructional page that highlighted products in a coversational manner while showing a breath of other relatable products. Users could shop categories or through the shopping tray at the bottom. The shopping tray allowed them to read short bios and quick shop which resulted in one less click thru and increased sales due to simplfying the UI experience through design.

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More Beauty Examples

Rue La La

Rue La La is a destination for top brands at at Members-only prices. The e-commerce, flash sale site daily curates Boutiques filled with the best of the best in women's and men's fashion, home, travel, kids, and more.

I led a team responsible for designing enticing and innovative fashion marketing collateral such as brand spotlight pages that supported both fashion, beauty, shoes and accessories. 

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RUE'S FALL CAPSULE CLOSET

This project was one where I saw it through from concept to execution, art directing, location scouting and designing. 

Nebo

Nebo opened in June of 2005 in chef/owners Carla and Christine Pallotta’s childhood neighborhood of Boston’s North End. The sisters were inspired by their mother and grandmother’s classic Italian recipes; everything about their restaurant has strong ties to family.

Early in 2013, the Pallotta sisters decided to make the move from Boston’s Italian hub in the North End to the Waterfront. In order to do so, almost everything about the restaurant’s previous identify needed to change.

Their new restaurant on Atlantic Ave features industrial decor with original structural beams, brick vaulted ceilings, Venetian plaster walls and marble counter tops, as well as an outdoor patio. Their personal family photos are the centerpiece of their new brand identity capturing the true essence of dining in an Italian home.

my involvement with the project included : re-branding, logo design, menus, coasters, matchbook, business cards, postcards, stickers and website