misc. projects
Recently launched projects and work in progress.
trilipiderm
Goodbye dry skin. Hello, balance. I was brought in on a year-plus contract as Executive Creative Director for Trilipiderm. Collaborating with the team from @museheadquarters we rearticulated the platform, positioning, and visual communications, evolving a set of clinical-care products into a fully-conceived outdoor lifestyle skincare brand.
Ultimately I redesigned a simplified product packaging, launched three new products, created all of the performance marketing and social media, designed a new Shopify website, created an Amazon Marketplace presence, multiple ad campaigns, sales decks and print collateral.
This combined effort resulted in a tripling of year-over-year sales.
I was responsible for creating all of the performance marketing emails, both editorial and sales promotions.
I created and designed the Trilipiderm’s Amazon presence, storefront, enhanced brand content and SEO optimization.
I shifted the editorial and visual emphasis to reflect a more diverse set of customers actively living, going outside, and enjoying the skin they are in.
I created skincare regimens grouping the products into a clear, simple system, one for the face and one for the body. We introduced sample regimen kits which greatly grew customer acquisition.
I also named discounted product bundles, creating concepts around travel and living an active, outdoor lifestyle: The Weekender, The Stowaways, The Beach Lover, The Overnighter, The Sightseer, to name a few. These became hugely successful marketing assets.
Infinite Health Zone
Healthcare meets joy. I led the brand strategy, naming and design for Infinite Health Zone, a health and wellness space with an integrative approach to treating each client with a focus on optimizing the performance of mind, body, and soul.
I led the client through a strategy session using “The Golden Circle” as a guiding principle. followed by brand positioning and personality, a thorough naming process and audit, customer personas, and concepts for the physical office space, re-imagined,
Storyzone
Tell your story. Build a legacy. I created this concept in collaboration with two former colleagues at Microsoft, a cross-platform experience primarily focused on connecting and preserving seniors’ life stories to their families and tribes. Work in progress, moving now into the technology phase.
I created the brand, positioning, design, and user experience, a multi-platform set of interconnected native apps and web platforms. Launching first in congregate senior housing environments, the principal driving force is radical simplicity, employing voice commands and easy-to-manage privacy settings.
Farinaz
Collaborating with strategist Karen Slade, I led the evolution of the fashion label Farinaz Taghavi from a local Seattle designer to a simplified, distinctive international brand (FARINAZ), complete with a working atelier storefront and a global e-commerce platform. The logo was reimagined to reflect their fine signature seam work.
I led the branding, logo updates, packaging design, and digital presence for Alfagia di Volterra, a boutique truffle import company bringing fresh truffles found by beloved trained dogs in Italy to NYC within 36 hours. I came up with the idea of elevating the dogs to team leaders and introducing the dog who found the truffles––by name. Along with selling fresh truffles directly to restaurants, we created an initial five-product collection, sold in select premium retail stores.
