essie Rebrand
THE OPPORTUNITY: To rebrand Essie based on consumer feedback, shifting from a "juvenile" perception to align with the target consumer and establishing the brand as what we call "cheeky luxury."
KEY CONTRIBUTIONS:
Art Direction: Guided the overall visual aesthetic and style to align with the new brand positioning. This included overseeing photography, CGI renderings, and other brand assets.
Retail Design Direction: Led the strategic vision for in-store presence, reinventing the retail experience through immersive brand storytelling, innovative visual merchandising formats, and an elevated brand perception.
Brand Identity Management: Oversaw the external creative agency in charge of developing the new visual identity.
Partner agency: Gotham, Malherbe
ART DIRECTION
The entire 300+ shade collection is receiving a complete asset overhaul, featuring gorgeously glossy finger and bottle shots that perfectly capture each hue.
RETAIL & DISPLAY DESIGN
essie boutique design
