Client: Essie (L'Oréal Group) x Amazon
Role: Art Director, Creative Strategist
Deliverables: Global creative framework, video framework, storyboards and scalable production guidelines.
The Challenge:
Essie required a scalable creative system that could deliver consistent, premium content across multiple international markets while remaining true to the brand's playful and expressive identity.
The framework needed to hero best-selling shades and core products, showcasing colour accuracy, gloss and finish while adapting seamlessly across ecommerce, social media and digital marketing without losing brand consistency.
My Approach:
Brand Research
→ Analyse Essie's existing campaigns, customer audience and visual language to create a framework that reflected the brand's expressive personality while remaining globally consistent.
→ Analyse Essie's existing campaigns, customer audience and visual language to create a framework that reflected the brand's expressive personality while remaining globally consistent.
Creative Framework
→ Develop a repeatable photography and video system that defined environments, compositions, storyboards and visual language for future product launches.
→ Develop a repeatable photography and video system that defined environments, compositions, storyboards and visual language for future product launches.
Content Strategy
→ Build a customer-first content journey focused on colour payoff, gloss, texture and product application, helping customers confidently choose the right shade and finish.
→ Build a customer-first content journey focused on colour payoff, gloss, texture and product application, helping customers confidently choose the right shade and finish.
Production
→ Design a scalable production workflow using flexible lifestyle environments, mobile-first compositions and efficient content capture that could be adapted across multiple markets.
→ Design a scalable production workflow using flexible lifestyle environments, mobile-first compositions and efficient content capture that could be adapted across multiple markets.
Implementation
→ Deliver a repeatable creative system that maintained a consistent Essie brand identity while supporting localisation, multiple formats and future product launches.
→ Deliver a repeatable creative system that maintained a consistent Essie brand identity while supporting localisation, multiple formats and future product launches.
Outcome:
The project established a scalable global production framework that delivered consistent, premium beauty content across international markets. By combining a defined creative system with an efficient production workflow, the framework supported future launches with adaptable, multi-format assets while maintaining a strong and recognisable Essie brand presence.