dermaGEEK Skincare / BRAND BUILDING & ART DIRECTION

DERMAGEEK (NATIONAL LAUNCH FALL 2021)

For P&G’s newest start-up skincare brand, I developed the comprehensive brand guidelines, visual identity system + tone of voice, creating a fluid design system across all touch-points, from in-store to digital. This also included the development of “vision” work for both digital and retail to inspire long-term visual executions, while art directing all product & talent photoshoots and working with internal designers + external agency partners to execute visuals. By setting and influencing strategic direction with the brand, I was able to directly help sell into national retail buyers.

dermaGEEK has sold into Walmart, Target.com, Amazon, Rite Aid, Walgreens, Kroger, Meijer, HEB, Sam’s Club, and BJs.

dermaGEEK was the #2 top-performing new skincare brand in 2021.

My newest work on dermaGEEK involves additional photoshoot art direction (both product + talent), higher-level strategy of future brand architecture, and leading an internal team + design efforts on year 2 packaging, national in-store display toolkits, email design, and social4sales ad testing to learn how to disrupt online while building brand credibility.