Role: Senior Digital Designer, Concepting + Art Direction
Coming Fall 2025!
The Problem: As Bliss — Laura Geller's Favorite skincare brand — was introduced on the Laura Geller Beauty website, it lacked a cohesive identity and purpose on the space. Despite strong sales and positive consumer reaction, the brands have very different aesthetics and Bliss needed a story. The AS Beauty Creative Team was tasked with finding a way to reposition Bliss for the relaunch of the Laura Geller Website in a way that spoke to Laura Geller customers and introduce the rebranded Bliss packaging.
My Role: I was tasked with expanding the initial creative vision for integrating Bliss within the Laura Geller universe. I turned initial concepts into fully realized creative direction aligned with Bliss' heritage and the target consumer — a multi-tasking confident "elder millennial" woman, while staying loyal to Laura Geller's older consumer. We aimed to bring '90s nostalgia to call to the spa's hay-day. I developed visual strategy and moodboards for franchise-specific storytelling approaches, fleshing out the scenes for each franchise.
Unretouched Photography:
Unretouched Photography:
VP Creative: Tiffany Bianco
Associate Creative Director: Laura Onuska
Art Director: Greta White
Photographer: David Lazarus