Maybelline New York — Packaging Concept Development & Integrated Brand Execution
Led packaging concept development and creative execution across multiple consumer-facing deliverables for Maybelline New York, translating brand direction into launch-ready design systems.

The challenge:
The project required creating packaging concepts that were visually compelling, commercially viable, and aligned with existing brand standards—while also supporting broader campaign needs across digital and marketing touchpoints.

My role:
As Senior Creative / Art Director, I developed packaging concepts from sketch through final market-ready execution, ensuring quality across the full process. I also contributed to broader creative work across brand marketing, web, performance, event design, photography, illustration, and video. 

Approach:
I began with visual research, concept exploration, and moodboard development to define the creative direction. From there, I built presentation-ready visual routes, refined design options, aligned with stakeholders and vendors, and helped move the work toward final execution with a focus on consistency, clarity, and speed. 

Outcome:
The result was a stronger, more cohesive packaging direction supported by visual assets that extended beyond the pack itself. The work helped ensure brand consistency across product, campaign, and launch-related touchpoints while keeping production quality and timelines on track.

Deliverables:

Packaging concepts

Moodboards and visual presentations

Marketing creative

Web/performance assets

Event design support

Art direction across image-based deliverables