Branding
Words are my superpower. From established giants to scrappy startups, I've crafted brand stories that resonate, differentiate, and (dare I say) sell the hell out of stuff. Here are just a few of my favorite things…
Madison Reed
At Madison Reed, I created the brand tagling "Confident is the new beautiful." This tagline transcended a simple slogan – it became the core message woven throughout a comprehensive 360° campaign. From brand photography showcasing diverse beauty to informative "How To" videos, the campaign redefined "beautiful" to focus on confidence and self-expression. This message resonated across all touchpoints, from product positioning and packaging to landing pages, the client journey through brick-and-mortar locations, and the expansion into major retailers like Ulta and Target. The campaign's reach extended beyond traditional marketing, with impactful elements such as out-of-home advertising, direct mail, television and radio commercials, and even a scholarship program for cosmetology students.
bareMinerals
At bareMinerals, I was lucky enough to work on campaigns that shattered the stereotypes of beauty, leaning into the premise that “pretty is not enough.” Instead, we showed women as forces of beauty, celebrating women in all their complexity. We showcased their strength, intelligence, and unique journeys through narratives that went beyond just physical beauty. We infused humor and wit into the traditional world of cosmetics marketing, creating stories that resonated with women with rich inner lives and a sense of humor. It wasn't just about makeup; it was about celebrating the multifaceted power women possess.