I served as the Art Director & Marketing Director at Nail Systems International, leading the design direction across Brand, Product, User Experience, and Marketing. Led integrated product launch campaigns across print, digital, social media, and e-commerce, driving brand awareness and sales.
Branding Project
I spearheaded the redesign of the logo and branding for Nail Systems International (NSI) to elevate the branding and mission of the company. I created a distinct brand strategy and marketing campaign for the rebrand that included refreshed packaging design.
The outcome: Increased brand awareness, with an updated logo that was distinctive and direct, appealing to new customers worldwide.
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 on email marketing campaigns for Nail Systems International. This included drip campaigns within the customer journey, product launches, event advertising, and promotional campaigns for B2B and DTC e-commerce audiences.
Product Launch Campaign
I worked closely with the sales team to plan the successful launch of new products to market. From product packaging to marketing on a global scale, I played an integral role in helping the various aspects come together to make a successful product launch.
I led the creative direction aimed at reaching the intended audience, including creating the design for the product packaging and creating sales materials to be used across all forms of print, digital media, and advertising.