As the lead in-house creative & Senior Designer, I develop concepts & visual identities for new product launches and photoshoots, execute the creation of print & digital design assets and delegate as needed, in addition to create designing for activations, digital marketing collateral, emails, social, and packaging.
Ami Colé at SEPHORiA
Art Direction & Print Design
For this nostalgic, Black salon-inspired booth at Sephoria, I provided comprehensive concepting, art direction and hands-on design leadership, ensuring the vision was executed down to the smallest details, including a meticulous curation of props. I designed all graphics, including vintage salon menu inspired posters and waiting room magazines, using brand storytelling to curate a resonant experience for old and new Ami Colé-lovers.
Ami Colé x Aysha Harun
Art Direction & Packaging Design
I developed the visual direction for this brand-influencer collaboration, Journey to Happy, as well as custom patterns and design elements that spoke to Aysha Harun’s Ethiopian heritage.
For the photoshoot, I served as art director, leading a team of contractors to develop the set. I also design a unique brand interpretation of a centuries old motif for the interior of the 'Happy' box that blends Ami Cole's bold, unmistakable color system with the Harari tradition through visual research and creativity.
Packaging
Develop packaging direction surrounding new launches and PR boxes as well as create final, production ready assets for manufacturers according to regulatory standards.
Art Direction
Lead the visual direction and photography for new product launches Skin-Enhancing Stick and Soft Shape Lip Liner, developing the concept, shot list, and overall visual messaging of the products. Additionally, I developed the new direction for all model imagery, ensuring brand aligned collateral and rectifying previous inconsistencies.
Amazon
I took on creating Ami Colé’s Amazon storefront, meticulously crafting assets for both the primary and secondary store pages, the brand story, and specialized A+ content to emphasize value props for each product. This entailed drawing upon insights I gleaned from the brand's direct-to-consumer website, consulting with e-commerce stakeholders, conducting competitive analysis, and adhering rigorously to Amazon's content guidelines.
Ultimately, this process helped drive conversion and highlighted my ability to translate the brand’s essence and visual identity across various mediums and demonstrated a strategic approach informed by meticulous research and adherence to platform-specific guidelines.
More Work
