Kinetics
As Chief Brand Officer (and formerly Art Director) at Kinetics, I led the creative team in shaping the company’s global brand strategy. I oversaw all aspects of the brand’s visual identity, packaging design, marketing campaigns, and product design. My role involved aligning creative initiatives with business objectives, ensuring consistency across all brand touchpoints, and driving the brand’s international recognition in 42 countries.
Art Direction for Marketing Campaigns
Directed Kinetics' seasonal marketing campaigns, ensuring a visually striking and on-brand look for each collection. I collaborated closely with photographers, stylists, and the marketing team to create visually compelling assets for both digital and print media. This included designing promotional materials, social media assets, and seasonal lookbooks to elevate brand awareness globally.
Brand Identity
I led the development of Kinetics' visual identity, establishing a modern, cohesive brand that showcased the company's innovation and expertise in the cosmetics industry. Collaborating closely with the CEO and Board Members, I created comprehensive brand guidelines that extended beyond the logo and color palette. These guidelines encompassed photography style and principles, the brand’s tone of voice, as well as exhibition and salon designs. These guidelines were crafted to ensure that all touchpoints worked together as a cohesive unit, delivering a consistent and unified brand experience across every interaction.
Product Design
Played a key role in designing packaging and product concepts that reflected Kinetics' commitment to quality and innovation. I collaborated with product development teams to create visually appealing, functional packaging that stood out on shelves while aligning with the brand’s identity. My work contributed to enhancing the consumer experience, from the look and feel of the product to its functionality and usability.
Exhibition Design
I led a team of designers and architects to elevate Kinetics’ exhibition design, transforming it into one of the most recognized in the nail polish industry. Our forward-thinking design approach received industry recognition and raised the bar for brand presentations at trade shows. To ensure global consistency, I developed exhibition design kits with clear guidelines, enabling worldwide partners and distributors to create successful, on-brand showcases that reflected Kinetics' identity and continued growth.
