I served as the Director of Graphic Design & Marketing at Nail Systems International, leading the design direction for all aspects, including Brand, Product, User Experience, and Marketing.
Branding Project
Nail Systems International (NSI) needed a new logo to elevate the branding and mission of the company, to provide high-quality products to professional nail technicians. Designed with the future in mind, the new logo mirrors the company’s passion for innovation.
The new logo is a modern interpretation of the previous logo, keeping the swooshing “N” to tie the new logo back to the company’s history. The circle is symbolic of the globe and the company’s international reach, while the open space of the outer circle represents how there is always room for new innovations in the industry.
Product Packaging
A part of the rebrand initiative for NSI included updating the packaging of the existing products to represent the new brand direction and new logo. We wanted to freshen up the packaging of the products that were already loved, while keeping some of the brand elements familiar.
For the Attraction Acrylic System, the most important product for the company, we chose to combine old and new. We chose to retain the existing product line logo to maintain familiarity and updated the overall packaging design with a fresh look. This included choosing a new bottle to represent the liquid products, and updating the labels of bottles and jars as well as product line kits.
Marketing & Sales Collateral
I led the design direction for the sales collateral materials for NSI and their global sales teams, for all touch points the customer would encounter. From trade show banners, catalogs, and sales folders and product sheets. Sales and marketing collateral are essential when selling b2b, introducing new products to buyers, and even communication with employees. The print materials were also distributed to new direct consumers of the product.
Electronic Direct Mail (EDM)
I led the creative direction for all email marketing campaigns for Nail Systems International for B2B and DTC ecommerce campaigns. This included drip campaigns within the customer journey, product launches, event advertising, and promotional campaigns.
Product Launch Campaign
Taking a product to market has a lot of components and requires a lot of planning to take it from concept to execution. From product packaging to marketing on a global scale, a lot of pieces come together to make a successful product launch.
When launching new products, I work closely with the sales team to develop a marketing plan and creative direction that is aimed at reaching the intended audience. This included creating the design for the product packaging and creating sales materials to be used across all forms of print and digital media.