The Rootist
Launching a new brand can be exciting and complicated. I was honored to assist the team at The Rootist with their launch and launch into Sephora.com and Sephora in-store. Using the preliminary brand guidelines, I flexed through the concepts, providing design feedback on what wouldn’t work in a digital and social context. I produced all Instagram Highlight stories, Meta ad campaigns and paid web ads for distribution through Conde Nast. Refining and redesigning automated emails was also part of my role. I worked closely with the CMO, Chief Brand Officer, Creative Director and associated c-suite partners on all deliverables.
The video production was a combination effort between me and the internal creative agency from the parent company, The Beauty Bank. I often cut and designed video for social media and for the website. When delegating the project to our partner team, I created detailed storyboards and provided feedback during review rounds. I really enjoy video work and look forward to more video projects in the future.
Achievements: A successful brand launch and crafting a successful paid media campaign featuring 5 star reviews that helped refocus the design of other brand elements.
I’m including this a risk- I don’t know a ton of designers who publically post when their ideas differ from their employers but here is mine. This is part of an ad suite that got distributed by Conde Nast. The top designs are the final ones I delivered and answer the brief and copy docs. The design got rapidly busier as the rounds progressed, causing me to feel less and less comfortable with the design. I peeled off in my own time and designed my ‘dream’ ad for this brief and quickly settled on the designs on the bottom. They employ the ‘show don’t tell’ ethos and are much more calming to the eye in my opinion. The brand logo and product name are clear, if only a little small in some sizes. I was in the target audience for this so its with confidence I say I am more likely to click on the ads below even though I might not even know what the product is. Its intriguing and elevated, something that was the focus when I initially joined the team. I understand this is a business and its a cliche for the Creative to want something beautiful but without evidence that this method sells less, I will continue to push for less is more designs.
Shared creative credits include but are not limited to: Katie Stevens (copy), Sheri Rosenberg (copy) and Creative Director Amir Zia.