Evolving Modern Skincare
TULA
I’ve had the pleasure of working with TULA for the past six years, evolving alongside the brand through many chapters—from joining as a full-time designer to now supporting the team as a contractor. Throughout that time, I’ve contributed as both a designer and art director, helping guide the brand through a rebrand, acquisition, and continued evolution within the ever-changing skincare landscape.
Art Direction
Campaign Creation
Social Media Design
Email Design
Website Visuals
Retailer Assets
Production
AI Integration
Seasonal Brand KitsI’ve developed quarterly seasonal style guides, creating a unified creative framework across partner agencies. Each guide balances timely seasonal moments with TULA’s core visual identity, giving teams creative flexibility while maintaining brand consistency.
AI IntegrationWhen a full photoshoot wasn’t justified for a limited seasonal need, I leveraged AI to create the imagery, saving $30K in production costs while expanding our creative output.
ART DIRECTION
Over the years, I’ve supported TULA’s retail growth by reimagining full retail bays at major accounts and helping launch into new retail partners.
Retail
Creative Direction: Lauren Subers, Kathryn Bain, Cory Fites