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
AI IntegrationReimagining Product Photography with AI
I’ve strategically introduced AI into product photography where it makes sense, using it as a tool to expand creative possibilities while being mindful of production costs. In this case, the team needed a handful of seasonally relevant images, but a full photoshoot wasn’t financially justified for such a limited need. Instead, I leveraged AI to create the assets, delivering the seasonal content we needed while saving $30K in production costs.
Seasonal Brand KitsScaling Creative Consistency
I’ve developed quarterly seasonal style guides for TULA, creating a unified creative framework that’s distributed across partner agencies to ensure consistency no matter who is executing the work. Each guide strikes a balance between embracing timely, seasonal moments and staying true to TULA’s overarching brand identity, giving teams the flexibility to have fun while maintaining a cohesive visual language.
ART DIRECTION
