iS Clinical
Strategy & Art Direction
Led a comprehensive brand refresh for iS Clinical, elevating a science-led skincare leader into a more emotionally resonant, luxury lifestyle brand. The work covered deep strategic positioning for the brand overall as well as launch execution for their innovative new Retinol+ product line. This brought a unified visual and verbal system to life across brand, campaign, and product touchpoints.
Completed while Associate Creative Director at Tether
Brand Strategy
Photo Art Direction
Campaign
Social Design
Package Design
Collateral Design
Public Speaking❋ SWOT AnalysisI led an in-depth strategic phase defining a differentiated, ownable position that balanced clinical credibility with elevated luxury, establishing a roadmap for the brand refresh and future launches. I also conducted stakeholder interviews, led collaborative sessions and was invited to speak on brand and marketing strategy at the brand’s executive leadership summit.
❋ Editorial Photo Art DirectionI reimagined the photography art direction, shifting the brand toward brighter, more human and transformational imagery that added warmth, movement, and emotional depth to a previously science-centric aesthetic. I led 2 multi-day photoshoots to capture model, product and texture imagery for the brand.
❋ Retinol Boosted CampaignI developed the creative concept, visual identity system and execution for the global Retinol launch — including packaging, sell sheets, digital assets, influencer kits and a cohesive campaign toolkit. I worked collaboratively with copywriters to ensure that the messaging delivered on the strategic goals for both B2B and B2C channels.
❋ The ResultsThe Retinol+ launch became the brand’s largest global campaign to date and served as the first major rollout of iS Clinical’s refreshed brand system, introducing new color palettes, signage elements, and typographic and design treatments across global markets.
Next Project:
