As a Senior Digital Designer & Senior Creative Consultant of Brand Marketing, I played a key role in the rebranding and revitalization of Proactiv's acne and skincare brand, aimed at enhancing customer experience and achieving over $125M in global sales. Leveraging 18 years of expertise in 360° marketing campaigns, brand design, and visual storytelling, I contributed to a comprehensive rebranding effort that included research, design exploration, competitive analysis, logo development, the creation of new product concepts, colors, brand pillars and packaging design direction.

A key area of my responsibility for the Proactiv rebrand involved planning and directing photography, including creating detailed shot lists, inspiration decks, and overseeing on-site photoshoots. I ensured that the visual direction aligned with the rebranding strategy and modernized the brand’s image, making sure that the stylized photography complemented the various routines and the new brand pillars we developed for each one. The photography was planned not only for evergreen use but also for future campaigns, including those focused on skin-loving ingredients and holiday promotions. I worked closely with the creative team and supervised the art director, managed retouching vendors, assisted with model casting, served as Product Lead to ensure all the proper sizes and product labels were used for each shoot, advised models, influencers, and video directors, and managed 3D render artist requests to refine product visuals including animated GIFs for digital marketing. I was also responsible for post-asset management, creating Global Asset Menus (GAMs) to ensure that the correct and most updated assets were easily accessible to internal, external, and international partners, including those in Canada. This process involved building a comprehensive asset library for the rebrand, ensuring all materials were organized and readily available for ongoing and future marketing initiatives. These efforts were critical to maintaining consistency and quality across digital, retail, and print platforms, while enhancing the brand’s overall visual presence.

As Senior Digital Designer for the Proactiv rebrand, one of my key responsibilities was updating the brand’s digital presence to enhance customer experience while introducing the new look and feel of Proactiv, a legacy brand that originated in 1995. We were mindful not to alienate our loyal customers while appealing to a broader audience. Working closely with key members of the creative team, I was responsible for designing and developing the new website, focusing on strategy, UI/UX design, and user-centric experiences using tools like Sketch and Figma. The redesign was shaped by A/B testing insights and feedback from both loyal customers and new target segments, ensuring the final product met their needs.

I also designed the product detail pages (PDP), creating an engaging, seamless experience that emphasized e-commerce best practices to help customers find the right products and routines for their skin type. In addition, I created over 1,000 digital assets for the image galleries, using compositing techniques to design individual and exclusive promotional bundles. Throughout the project, I collaborated with cross-functional teams to ensure the digital experience aligned with the new brand pillars, elevating Proactiv’s digital presence across all platforms.

As part of the website rebranding effort, I collaborated with cross-functional teams to enhance the website’s UI/UX, applying best-in-class design principles to align with Proactiv’s rebranding strategy & improve the customer journey.

I took the lead on the Proactiv Blog, creating templatized articles and integrating SEO metadata. To improve user navigation and make the site more intuitive, I introduced a new "Search" functionality and streamlined the buy-flow process by simplifying the steps for product selection and checkout, ultimately enhancing the user experience and driving conversions. I also ensured that imagery integrated smoothly with the CMS and Sandbox, utilizing image compression techniques to optimize page load times.

Alongside these efforts, I designed and prototyped an interactive skincare quiz to engage consumers and guide them through personalized questions to recommend product routines based on their specific skin types using Sketch, App for both desktop and mobile experiences.

As a Senior Designer for the Brand Marketing team at Proactiv, one of my key responsibilities was leading some of the visuals for monthly and seasonal 360º campaigns. A prime example is the "Skin Loving Ingredients" campaign, where I created a cohesive visual experience using customized photography, retouching techniques, and image compositing to tell a story within the visuals themselves. I researched and sourced high-quality ingredient imagery online and for the elements I couldn’t find, such as "Bakuchiol," I contacted our prop stylist, made a special request, and incorporated them into our photoshoots to capture the necessary visuals. After processing and refining the images, I composited them into corresponding product routines, ensuring each visual supported the campaign’s theme and aligned with Proactiv's rebranding strategy. This approach maximized resources and respected the budget parameters while driving engagement. Once the assets were created, I collaborated with our Copywriting, Paid Media, and Social Media teams to test and optimize ads across affiliate marketing, social media platforms, print and email, ensuring the highest-performing assets for each channel.

In addition to the campaign photography featuring the full Proactiv routines lineup, I also captured individual routines and ancillary product shots. This was all part of the original 360º "Skin Loving Ingredients" campaign, which was strategically designed to inform our audience about the carefully developed, skin-loving ingredients in our products and our commitment to transparency. An example below highlights the programmatic ad series for The Original Proactiv Routine, Proactiv Solution.

At Proactiv, I was responsible for designing and optimizing emails as part of larger 360º marketing campaigns, ensuring alignment with the brand's rebranding strategy. I designed visually compelling email templates optimized for both desktop and mobile platforms, as well as developed dark mode templates, enabling the developers to adjust designs based on how they would appear on different devices and email clients. I worked closely with cross-functional teams, including copywriters, to create personalized, targeted email strategies aimed at increasing customer engagement and conversions.

As a Senior Digital Designer at Proactiv, I also played a pivotal role in the rebranding of the skincare line, focusing on enhancing both retail and e-tail presence for global sales. I worked on the design and execution of creative assets for major online retailers such as Target.com, Ulta.com, and Amazon.com, ensuring the brand’s visual identity was consistent across all platforms. This involved creating compelling product pages, optimizing user experience (UX) for e-commerce, and collaborating with the digital marketing team to refine imagery and messaging for online success.

As a Senior Digital Designer at Proactiv, I played a pivotal role in the rebranding strategy, enhancing both retail and e-tail visual merchandising. I created detailed planograms for major retailers like Ulta, and shelf displays for Target and CVS, including a special copy edition tailored for New York with unique shelving requirements. These displays were designed to optimize product placement and ensure consistency across stores.

Additionally, I developed 3-D digital mock-ups for leadership approval, providing visual references to guide product display decisions. I also created wireframe line templates for store employees, ensuring they had clear instructions for setting up the displays accurately and consistently.

My work helped solidify Proactiv’s brand presence across both brick-and-mortar and e-commerce platforms, enhancing the customer experience and driving brand visibility.

Working closely with the retail team, I was responsible for creating design mechanicals for retail planograms to promote and sell the Proactiv lineup in stores. This included designing shelf strips, promotional print flyers, branded header banners, product indicators/holders, and tester strips for both 3' and 6' planograms. I also created 3D digital mock-ups for reference and leadership approval, as well as easy-to-understand templates for employees and the field team to reference when positioning the products in-store. This comprehensive approach helped maintain a consistent and effective retail presence for Proactiv at Ulta.

I collaborated with the creative team and Green Staging to design Proactiv’s event booth for the annual Ulta Beauty "Revive" convention, 2024. The booth featured a fun, interactive Pez-dispenser-like wall for dispensing products, adding an element of playfulness and engagement. We also incorporated natural ingredients, such as chamomile and aloe, which are key elements in Proactiv’s formulations, to create a welcoming atmosphere. Additionally, the booth showcased videos of Proactiv’s full product lineup, including the new Zits Happen patches, and offered take-home goodie bags with product samples. This thoughtful design helped create a memorable and interactive experience for attendees.