IL MAKIAGE: Branding & Visual Development
I was brought on at IL MAKIAGE during its early stages to help the internal team establish its branding and visual message, working with the founder and c-suite of the company. Being the only creative in the USA office at the time, I developed and executed the visual language and direction across social, advertising, packaging and digital marketing. It was a daunting task to design, art direct, and produce assets and shoots, but it was valuable to dip my toes into so many different faucets of the start-up industry. Though I’m no longer with the internal team, I still collaborate with IL MAKIAGE as a consultant.
Newsletter & Digital Marketing
One of my main goals was to revamp the email and digital marketing direction. I incorporated bold/contrasted colors & textures, hand-lettering with the products, and light animation. Prior to this, the emails and banners were black/white and type-centric.
OOH Billboard & Subway
Working with the agency, HUGE, we carried out OOH campaigns using vibrant, eye-grabbing photography, bold usage of type, and cheek-in-tongue copy.
Copy by: Fede Garcia, Rachel Landau
Product Photography & Art Direction
I created mood boards, shot lists, and budgeting for product and influencer photoshoots as well as art-directed on set.
Set Stylist: Ewere Aseun; Producer: Dirty Pretty Productions
Tonal Foundation Photography; Art direction & production: Loe Lee; Photographer & retoucher: Linette Cheong
Sample from Make-up direction Deck
Sample from Concept Deck
Sample of Shoot Brief from Carli Bybel Deck
Sample of Shot List from Carli Bybel Deck
Sample of General Guidelines for Social Team
Sample of Do's/Dont's for Newsletter Team
Social Media
I developed the direction and execution for social media graphics. Here we incorporate saturated colors, collage, and hand-lettering to match their “high-maintenance, maximalist attitude.” Sometimes, I took photography and retouched them as well. Below are some of my favorite of the countless images the social team and I produced.
Packaging & Print
I worked with the headquarters in Tel Aviv to create packaging and promotionals for their products/launches - from concept to design execution. This includes cards to boxes to subway campaigns and billboards. Campaigns & Billboards collaborated with agency HUGE.
Concept for Holiday Packaging
Concept for Holiday Packaging
New Product Launch Package
Foundation Order Card