Role: Creative Director & Photographer
Objective:
Develop a comprehensive image library to support Glowbloom’s launch at Sally Beauty, positioning the brand as a credible and trend-driven cosmetics line.
Overview:
Glowbloom Cosmetics was preparing for a major launch at Sally Beauty, a retailer not traditionally associated with cosmetics. My role as Creative Director and Photographer was to guide the creative strategy, ensuring that Glowbloom’s visual identity aligned with its brand values and appealed to its target audience. I provided strategic input on every aspect of the imagery, crafting a cohesive library of visuals for marketing, social media, and internal presentations.
Project Requirements:
Sally Beauty’s positioning required Glowbloom’s visuals to surprise and delight shoppers while communicating value and accessibility. The imagery needed to:
• Shift consumer perception from “Would this work for me?” to “I can try this!”
• Highlight Glowbloom’s trend-driven yet accessible ethos
• Reflect the impulsive and adventurous spirit of the brand’s ideal customer
• Shift consumer perception from “Would this work for me?” to “I can try this!”
• Highlight Glowbloom’s trend-driven yet accessible ethos
• Reflect the impulsive and adventurous spirit of the brand’s ideal customer
Creative Strategy:
The client envisioned a bold, feminine aesthetic with a playful edge. To deliver on this vision, I collaborated with the client through detailed questionnaires and in-depth discussions to clarify goals, target audience, and stylistic direction. We identified a target audience of females aged 15-30 who are beauty experts, value shoppers, and trend-conscious consumers. The desired brand style was defined as retro, sophisticated, playful, bold, and feminine. the visuals needed to evoke feelings of adventure, impulsivity, and curiosity.
With these insights, I developed a visual strategy that positioned Glowbloom as a vibrant, approachable brand with high aesthetic appeal.
Execution:
I created four distinct visual concepts that encapsulated the brand's identity and creative strategy. Each concept was meticulously developed with detailed mood boards, presenting a comprehensive visual narrative that explored different interpretations of Glowbloom's brand attributes. After a collaborative review with the client, we refined and selected the most compelling approach, which then guided the photoshoot's direction and aesthetic.
CONCEPTS
Outcome:
The final image library delivered strategic visual assets igniting Glowbloom's brand potential, creating a vibrant visual narrative that:
• Positioned Glowbloom as a trend-forward, accessible cosmetics brand
• Provided versatile content for marketing campaigns and social media
• Established the brand's visual credibility within Sally Beauty's retail ecosystem
Client Feedback:
The client was thrilled with the results and praised the visuals for authentically capturing Glowbloom's adventurous spirit while precisely aligning with its value-driven market positioning.
EXECUTION
