Brand Work

Strategic copy and brand storytelling for beauty brands. Specializing in brand positioning, product and ingredient naming, tagline development, verbal identity, product storytelling,claims development and optimization, packaging and creator messaging strategy. Experience across product launches, UGC and influencer creative direction, PDP and e-commerce optimization, Sephora and retailer channels, and the localization of global beauty brands for the US market. From defining how a product is positioned and what it’s called to translating that positioning into consumer and creator-facing messaging, all work combines creativity, consumer insight, industry knowledge, SEO and commercial thinking.

Product naming and tagline development.
Ingredient copy and naming of Circadian Floral Active
Three hands holding white skincare devices with the brand name NüFace, next to text that says "Get Your Fix" and describes a 3-minute glow-up for eyes, lips, and lines.
Close-up of a woman's face with text overlay reading 'Good things come in 3s, 3 minutes'.
A woman with dark hair applies a white facial sheet mask, holding it near her face, with text that says "Get Moisture on Lock".
A woman with smooth skin holding a peach-colored liquid eye-blusher near her face, with text indicating it is new IDÔLE TINT liquid eye-blusher.
Box packaging for Eve Lom holiday skincare collection surrounded by falling gold confetti with dark background.
Nighttime scene of street lamps illuminating a bridge with snow, over a river in London, with a quote about lights shining and a dark sky with floating light particles.
A glass bottle of Kilian Angels Share perfume on a dark wooden surface with liquid splashes, gold accents, and the Kilian and Angels Share labels visible.
Invitation to a whiskey-tasting experience, featuring descriptions of whiskey blends, with a festive holiday theme and instructions for participation.
Two perfume bottles held over a pool with water in the background, one with a bronze cap and the other with a silver cap.
A bottle of olive oil pouring onto a small tomato, with the text 'Drizzle Some Love' overlayed.
A hand holding a grey soap bar with an engraved message, against a dark background. The image features promotional text promoting subscription services with a play button icon in the center.
A flyer for Flaming Estate's Railroad Racetrack featuring a large platter of assorted treats such as crackers, olives, cherry tomatoes, meats, and greens, with a glass of white wine in front.
A glass bowl filled with ripe strawberries on a black background with the caption: "Little chewy bites of tangy, spicy joy!"
CREATIVE 2.jpg
Advertisement for dog treats and crackers. The top section features a photo of a dog with a bag of bison jerky dog treats, with text promoting gourmet treats for furry friends. The bottom section shows a container of cheddar crackers and a piece of c