💡 Overview
Meg Cosmetics is a wellness-forward skincare brand centered around self-care rituals and natural formulations. As the brand began expanding its digital presence, they needed a refreshed visual identity and cohesive storytelling across their e-commerce platform, social content, and campaigns.My goal was to translate Meg’s calming, minimal, and nurturing brand essence into a full content system that felt emotionally resonant and visually elevated — from the first scroll to checkout.
🧭 Creative Direction
I led visual strategy and execution across multiple brand channels — from e-commerce to paid media. Working closely with the internal team, I evolved Meg’s brand language with soft-toned photography, streamlined UX design, and editorial storytelling.
What I did:
• Directed and styled lifestyle and product photography
• Designed full web visuals and campaign graphics
• Wrote and crafted all 360° campaign assets
• Created visual content for social, email, and paid
🎨 Brand System & Visual Refresh
To reflect Meg’s core values — calm, confidence, and clarity — I introduced a refined visual direction:
• Palette: Soft neutrals and nature-inspired hues
• Typography: Minimalist pairings with editorial elegance
• Textures: Clean backgrounds with real-skin, natural product textures
• Photography: Elevated storytelling with warm light and modern softness
📷 Photoshoot & Art Direction
Every asset was developed with purpose and softness. I directed and captured both product and lifestyle photography to ensure consistency in tone and message. From casting to styling to editing, I ensured each shoot reflected Meg’s story of effortless self-care.
What I did:
• Shot using natural light to maintain authenticity
• Styled products to highlight textures and rituals
• Created content libraries for web, campaign, and social
🛒 E-commerce & Content Design
Using Shopify, I redesigned core shopping pages to better guide customers through discovery and purchase. I simplified layouts and created editorial modules that showcased the benefits and ingredients behind each product.
What I did:
• Homepage with clear brand storytelling
• Product Detail Pages with simplified navigation and strong imagery
• On-brand content blocks throughout the shopping flow
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📣 Multi-Channel Content
To support launches and storytelling across platforms, I developed content templates and assets that translated the new look and feel to all customer-facing channels:
What I did:
• Social assets (Youtube, Stories, Reels, Grid Posts)
• Email templates
• Motion graphics for paid media
• Influencer collaboration kits
🧠 Takeaways
Designing for beauty brands requires more than beautiful visuals — it demands emotional resonance and brand clarity. Through this project, I saw how a refined content ecosystem can turn everyday shopping into a personal, calming experience.
By unifying Meg’s voice and visuals across every touchpoint, we created not just consistency — but connection.
