Creative Director of experiences, photography, and video.
Creative Director of experiences, photography, and video.
Brand identity for DTC superfood skincare brand, Gleamin. The work sought to unpack the intent of the brand and its namesake—exploring pillars of the brand, messaging, TOV, and manifesting in a fully rebooted look and feel that translates the simplicity and joy of this clean skincare brand.
Gleamin sources its ingredients from harsh desert biomes in Australia. Some of these ingredients (Kakadu Plum, Desert Lime, Finger Lime Caviar) have never been known in the US market. A large effort was put to bringing Gleamin’s intriguing superfoods into the light. Photogenically.
Designed with shareability in mind, dozens of experimental content series were trialed, optimized, and either discontinued or iterated upon based on engagement. Consumers found utility in ingredient education content, which had the highest share rate.
Naturalistic portraiture marked the brands shift from a 'magnet' to 'mirror' approach, bringing us closer to the consumer. Content celebrated skin imperfects and generated a community bonded by their skin journey.
Emerging market research was leveraged to develop a new tone of voice and look and feel for the brand. This detailed brand playbook was created to guide the brand internally and provide external partners with the sharpest tools for content creation and press coverage.