THE CHALLENGE: Amazing Lash Studio needed a more premium, distinctive expression that reflected the artistry behind its lash and brow services. Its existing look relied on overly retouched, disconnected beauty photography.

THE IDEA: We made personalization the brand’s point of view. Beauty Tailored to You celebrated each client’s features and individuality through a modern, aspirational expression.

MY ROLE: As Associate Creative Director, I led the brand evolution from strategy through launch, shaping the campaign concept, visual identity, messaging, and design system. I also art directed a photo shoot and production partners to create inclusive, polished, natural-feeling photography.

THE IMPACT: The work created a cohesive experience across digital, social, CRM, in-studio, franchise, and out-of-home channels—and a clearer, more elevated way to express the customization at the heart of the service.