PROJECT Meaningful Beauty
ROLE Art Direction
I lead the Guthy-Renker creative team in a ground-up rebranding; reimagining messaging, packaging, photography styles, and all collateral touchpoints. Under my direction, er elevated our eCommerce engagement with website UX improvements as well as implementing a more sophisticated look and feel. Art directed product shoots and retouching. Concepted lifestyle photography for Cindy for use in digital, print, and retail. Worked extensively with internal stakeholders to satisfy marketing and testing needs while maintaining best-in-class design and messaging.