The Brand: USRx.com
The Mission:
I was brought on as Creative Director to lead the brand's day-to-day creative efforts, managing everything from daily emails to product development and launches.
My key responsibility was to elevate the brand’s overall aesthetic, making it more contemporary while ensuring it remained true to its clinical roots.
The Process:
The first priority was enhancing the brand's photography to ensure it not only looked beautiful but also reinforced our credibility as a leader in the skincare industry.
Next, we introduced a dynamic marketing calendar, featuring vivid campaigns, each with its own distinct flair and storytelling.
Finally, we focused on developing and launching stand-alone products with unique, attention-grabbing designs that truly stand out.
These are some of the work I have done.
Brand Re-Launch: Even Tone for ALL
To start the year right, we decided to “re-launch” the Brand with a re-introduction of its bread-and-butter products, the Even Tone Collection, and give a more elevated and young look.
We wanted this campaign to be fresh, dynamic and diverse, featuring a lot of different skin tones, concerns and of course faces. We worked with a rather limited budget, while being asked to make this campaign strong enough to make a splash.
The solution was simple, and as often, within the community. I proposed to organize an open call, directly with our customers, and invite them to show up at a studio location in NY city, to meet us and get a chance to model. This worked amazingly, not only did we found amazing new faces, we also reconnected with our most loyal customers.
This felt great at every levels.
The Directional Vision:
The Result:
Right:
The Open Call
A few faces from the casting
Emails:
Social Grid:
2024 Ads:
Mix of Static, Animated and Video ads created for the Brand. These ads were carefully crafted in partnership with our Digital Ads Agency, and applying proven tactics and overall best practices.
Body Campaign:
As we approached summer in May, it was natural to highlight our Body Collection. While we’re committed to offering the highest quality products to heal and even out your skin, we also believe in embracing imperfections.
Though it may seem contradictory, we wanted to convey that our bodies evolve throughout our lives, and we should embrace this journey. Whether we feel empowered by our stretch marks and scars or seek a fresh start, our products are here to support you—with love, always.
Homepage:
Social Grid:
Emails:
Break the Breakout Campaign:
Acne is a key focus for our brand and products.
While our Even Tone line is represented by our signature Teal, the Clarify line for acne-prone skin features blue hues, which I wanted to emphasize to make it stand out. I also aimed to highlight the clinical aspect of our brand through clear infographics and clinical elements, reinforcing our commitment to effective skincare solutions.
Photography:
Social Grid:
Emails:
