FLOWER BEAUTY
Art Direction, Digital, Packaging, Print and In-Store Design.
Flower Beauty, founded by Drew Barrymore and sold at CVS and Ulta, celebrated natural beauty and accessibility through inclusive, eco-conscious products. During my time on the creative team from 2019 to 2024, I contributed to two major rebrands, the most recent focused on embracing real-life beauty with visuals that felt authentic, lived in, and imperfectly human.
REBRAND PHOTOSHOOT
Art Direction | Monica Picca & Emma McBride
Photography | Jen Livingston
SOCIAL CONTENT
Art Direction | Emma McBride
Photography | Anneka Bunnag
REBRAND PHOTOSHOOT
I worked closely with Monica Picca, the Senior Art Director and a collaborative marketing team to plan and execute a brand photoshoot for the "Beauty for Real Life" rebrand. The renowned photographer Jen Livingston captured the essence of the campaign. My role involved contributing to the concept development, creating mood boards, selecting models, and working with external production partners on set and prop design. Additionally, I had the responsibility of art directing the social media content produced during the shoot, working alongside Maesa's in-house photographer, Anneka Bunnag.
Art Direction | Monica Picca & Emma McBride
Photography | Jen Livingston
CLoser look at SOCIAL CONTENT CAPTURED
Photographer | Anneka Bunnag
Art Direction | Emma McBride
SOCIAL GRID
As part of our "Beauty for Real Life" rebrand, we initiated the transformation by focusing on our Instagram presence. This involved incorporating lifestyle imagery to demonstrate our products in real-life situations. Furthermore, we developed more captivating and creatively-driven educational posts about our products to capture our audience's interest. Additionally, we introduced a new serif typeface to enhance and build upon our existing brand style.
CVS IN-STORE DISPLAY
Worked together with Senior Art Director and our internal marketing team to redesign the CVS in-store display to reflect the new assets from the photoshoot. My role involved developing type styles to use across the graphics, selecting photos that fit the product placement and ensuring that the overall endcap felt cohesive.
Art Direction | Monica Picca & Emma McBride
Design | Emma McBride
SWATCH WORK
Art Direction & Editing | Emma McBride
Photography | Anneka Bunnag
IN HOUSE NEW PRODUCT MACRO SHOTS
Art Direction | Emma McBride & Monica Picca
Photography | Anneka Bunnag
Editing | Emma McBride
Social Content CREATION
Worked closely with the marketing team in our office to shoot and edit social media content. Our objective was to create brief, product-centric videos that efficiently demonstrated the texture and color payoff of our leading SKUs. This content was used and formatted for both Instagram and Tik Tok.
PRINT ADS
Crafted print advertisements in alignment with the new Flower Beauty aesthetic for the seasonal editions of Drew magazine. This encompassed the task of revising existing imagery to align with our current visual style.
PAID SOCIAL & MOTION GRAPHICS
ET LIMITED EDITION PALETTE
Charlies Angels Limited Edition Palette cAMPAIGN
Instagram Assets & Giphys for Stories
INFLUeNCer mailer card & Box DESIGN
Packaging
Under the guidance of the product innovation marketing team, I developed packaging for our new products in 2023 and 2024. Our objective was to maintain continuity with our established packaging style while introducing some standout packaging designs for key products like the Afterglow Luminous Serum, Skin Smoothie Primers, and Dream Warrior Mascara.
The Flower Beauty Archive
Everything Flower from 2019 to 2022.
CVS 2020 LAunch
To celebrate National Color Day 2020, we wrapped the exterior of CVS in Manhattan with vibrant displays, coinciding with the launch of Flower Beauty in CVS stores. Our graphics not only transformed the building and the adjacent sidewalk but also involved the creation of exclusive tote bags and T-shirts, which were distributed to customers.
SOCIAL POSTS
Assorted social posts that showcase typography as well as photo editing and composition.
