2024
GOOD LIGHT
GOODLIGHT set out to elevate its presence across both digital and physical spaces through a data-driven, emotionally resonant campaign. As part of the in-house creative team, I led the 360 strategy across influencer marketing, email, social, and retail environments. From A/B-tested content to branded shelf displays at Sephora and Netflix activations, the work merged performance with storytelling to grow community, boost engagement, and drive ROI.
Role – Graphic Designer & Campaign Strategist
Art Direction
Marketing Strategy
Type Design
Graphic Design
Interaction Design
Print & Collateral
Motion Graphics
Website Design
Client /
goodlight
"How can a bold indie skincare brand scale across retail, digital and influencer touchpoints, while staying true to its inclusive and emotional brand DNA?"
The goal was to scale Good Light's presence across digital and physical touchpoints while staying rooted in its inclusive brand ethos– driving visibility, engagement, and conversion with design that resonates.
What I did:
I led 360 campaign strategy across digital, influencer and retail.
Created performance-driven content for email/SMS/paid media and designed A/B tested email, social and landing page content.
Developed shelf-on-shelf visuals for Sephora, Netflix, and Macy’s
Conducted UX research to refine messaging and layout flows.
Integrated analytics into design execution and CRO efforts.
