GoodSkin MD: Brand Building / Art Direction

GOODSKIN MD (LAUNCH MARCH 2021)

For P&G’s start-up sensitive 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 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.

GoodSkin MD was designed specifically for CVS, and it was successfully sold in with distribution locked at 4,012 CVS doors. It is also available as DTC online.

My newest work on GoodSkin MD 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.