essie

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.

Cheeky Luxury

‘CHeKe ‘legZH(e)re

Noun:
A playful sophistication, where the boundaries between the everyday and the extraordinary blur, inviting uninhibited self-expression through intentionally curated color.

Expertise / Elegance / Craftsmanship / Unexpectedness