DIME
Brand Refresh
Brand Strategy
SWOT Analysis
Stakeholder Alignment
Photo Art Direction
Video Direction
Campaign Strategy and Concepting
Creative Direction over:
Visual Identity
Package Design
Messaging and Positioning
Led a comprehensive brand refresh for DIME Beauty at a pivotal moment of growth, transforming a trend- and influencer-led business into a strategically grounded brand built for scale. The work spanned deep brand strategy through launch execution, establishing a clear positioning, emotional brand story and elevated visual system designed to support long-term retail expansion and category leadership.
Completed while at Tether as Associate Creative Director and Creative Strategy Director
❋ Brand Strategy and SWOT AnalysisI led a robust brand strategy engagement including competitive and whitespace analysis, stakeholder interviews, pricing audits across 60+ products, audience development (defining the core Dime Girl), and trend analysis to inform a differentiated positioning and messaging platform. This work culminated in a creative roadmap and phased brand refresh launch strategy designed to guide future campaigns and always-on execution.
❋ Photo and Video Art DirectionI planned and directed multi-day photo shoots to introduce the refreshed brand art direction, capturing both campaign-specific and evergreen content that balanced luxury with warmth and approachability. I also worked to concept and on-set direct the creation of DIME’s first broadcast commercial and Brand Anthem Video that brought the brand’s ethos to life in a highly emotive and visually rich way.
❋ Nourishing Cleansing Oil CampaignI developed the go-to-market strategy and creative direction for the Truly Clean Cleansing Oil launch, grounding the campaign in DIME’s clean beauty values while clearly communicating product benefits. The campaign emphasized emotional storytelling and human-centered imagery, marking a shift toward more expressive, brand-building launches.
❋ The ResultsThe success of the brand refresh led to Tether being named Agency of Record for DIME Beauty, securing a seven-figure, nine-month retainer. As creative lead on the engagement, I managed multiple designers and copywriters while overseeing always-on creative, social design, packaging updates and ongoing campaign concepting and execution across the brand ecosystem.
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