SKIN CARE

As Senior Digital Designer & Senior Creative Consultant of Brand Marketing for Alchemee, I played a key role in the rebranding and revitalization of Proactiv’s global skincare line, contributing to over $125M in global sales. Leveraging 18 years of expertise in 360° marketing, brand design, and visual storytelling, I led efforts across research, competitive analysis, product concepting, logo design, color palette development, and packaging direction. This comprehensive rebrand helped modernize the legacy brand while maintaining loyalty among existing customers and appealing to new audiences.

A core part of the rebrand involved leading campaign and product photography. I created shot lists, inspiration decks, and managed on-set direction to align visuals with the brand’s new positioning. I supervised retouching vendors, supported casting, and acted as Product Lead to ensure label accuracy and correct product sizes. I also coordinated with 3D render artists for animated GIFs and refined assets for digital platforms. To support long-term use, I built and maintained a Global Asset Menu (GAM) that ensured consistent access to approved materials for internal and international teams, including Canada.

We redesigned Proactiv’s website to reflect the updated brand identity and enhance customer experience. Using Sketch and Figma, I collaborated on site architecture, UI/UX design, and digital strategy informed by A/B testing and customer insights. I also designed Product Detail Pages (PDPs) optimized for e-commerce, helping users discover product routines tailored to their skin type. The redesign successfully balanced Proactiv’s legacy with its evolution toward a more modern, inclusive brand.

Contributed to ongoing improvements to the Proactiv website, including SEO-optimized blog templates, streamlined buy-flows, enhanced search functionality, and improved mobile responsiveness. I also prototyped a fully interactive skincare quiz for desktop and mobile to guide users toward personalized product recommendations. Additionally, I applied image compression strategies for faster load times and seamless CMS integration, all contributing to a smoother user journey and higher conversion rates.

Led creative direction for the “Skin Loving Ingredients” campaign, producing custom visuals that communicated the brand’s commitment to transparency and clean ingredients. I sourced and composited imagery (including hard-to-find elements like Bakuchiol), collaborated with stylists for custom props, and integrated campaign visuals across digital, print, and social channels. I also partnered with cross-functional teams to test and optimize creatives across paid media and affiliate platforms.

Developed digital ad series promoting Proactiv’s original and newer routines, featuring individual product shots and campaign-specific assets from the “Skin Loving Ingredients” initiative. These ads highlighted key formulations and educated audiences on Proactiv’s clean, effective ingredients—reinforcing brand trust while supporting programmatic advertising strategies.

Designed and optimized responsive email templates for desktop, mobile, and dark mode across Proactiv’s lifecycle and seasonal campaigns. Collaborated with the Copy, Paid Media, and Social teams to tailor messaging, personalize offers, and drive higher engagement and conversions. Focused on visual storytelling that remained consistent with the updated brand voice and visual identity.

Created digital retail assets for major partners including Amazon, Ulta, and Target. Designed optimized product detail pages, lifestyle banners, and promotional imagery that aligned with e-commerce best practices. Collaborated with marketing and sales teams to ensure consistency across all digital touchpoints, reinforcing Proactiv’s new brand identity across global e-tail platforms.

Led design for retail merchandising displays across Target, CVS, and Ulta stores. Developed detailed planograms, shelf displays, product headers, and store-specific promotional materials—including a custom version for the NYC market. Designed 3D mockups for leadership approval and created wireframes and templates to guide in-store setup by field teams, ensuring consistent brand execution nationwide.

Produced design mechanicals to support in-store sales, including shelf strips, promotional banners, flyers, and tester strips for 3’ and 6’ planograms. Created 3D visual references and simplified templates for use by store associates, enabling accurate and efficient product placement that upheld Proactiv’s elevated in-store branding standards.

Collaborated with Green Staging to design Proactiv’s event booth for the 2024 Ulta Beauty Revive convention. The booth featured an interactive Pez-dispenser-inspired wall, live ingredient installations (chamomile, aloe), and looping video content showcasing Proactiv’s full product lineup. Take-home bags included samples of the newly launched Zits Happen patches. The booth design emphasized product education, playfulness, and a high-touch experience aligned with the brand’s refreshed identity.