Urban Skin Rx

Graphic Designer · May 2019 – Aug 2020

SCOPE

Brand & marketing design

ROLE

Design, art direction, photoshoot direction

DELIVERABLES

Email campaigns, social content, web banners, sales collateral, product photography

THE CHALLENGE

Urban Skin Rx was doing something genuinely different bringing dermatology-grade skincare focused on deeper skin tones to the mass market at a time when that space was largely underserved. The design challenge was keeping up with a brand that was growing fast, communicating with authority across a wide range of products, and maintaining visual consistency across a high volume of marketing output.

THE APPROACH

I owned design across the marketing channel mix email campaigns, promotional materials, social content, web banners, and sales collateral translating the brand's expertise-forward positioning into visuals that felt both approachable and credible. On the photography side, I art directed model and product shoots, making sure the imagery aligned with the brand's visual identity and could carry across multiple campaign uses.

THE WORK

A sustained body of marketing design output including email blasts, social posts, animated campaign graphics, product education content, and large-format web banners. Product and model photography art directed on set and used across digital and promotional channels — including the brand's 10th anniversary campaign.

WHAT IT SHOWED

The ability to design for a brand with real stakes one where the visual language needed to earn trust with an audience that had historically been overlooked by the beauty industry. It also showed range: from single social assets to multi-piece campaigns to on-set creative direction.