So Jelly:
art director
Following the success of Color Street’s original jelly nail collection, So Jelly was released as an expansion to it with it’s own unique branding. It contained fun new shades to layer and customize.
Based on fashion and beauty trend research, the inspiration for the concept mimicked ASMR videos, with clean backgrounds, fun pops of color, and satisfying imagery.
My responsibilities as art director:
Creative brief: created a concept brief where I provided direction for marketing, design, and studio teams
Collection design: designed the collection illustrations and worked with the color development team to color match shades and finishes (creme, shimmer, etc.) of the nail polish
Studio direction: lead photo and video shoots for the look and feel as well as styling choices
Campaign assets: oversaw all design assets being produced to ensure cohesiveness throughout the campaign
collection moodboard
Campaign e-mail
Campaign flyer
Social media
Skills and programs used:
Art Direction
Studio Direction
Trend Research
Video Storyboard
Adobe InDesign
Adobe Illustrator
Adobe Photoshop