Elevating the conversation around intimate care.
Niches & Nooks
Role: Art Director
Brand: Maesa Beauty
OBJECTIVE
Reposition Maesa’s brand Niches & Nooks to appeal to a more aspirational, mature audience through an elevated and cohesive visual identity.
APPROACH
In partnership with Maesa’s brand and innovation teams, I conducted a full visual audit of the brand, refining and re-editing the existing image library to align with a more sophisticated aesthetic. I led the creative direction for new product launches, concepting and executing photoshoots while also leveraging AI to build a scalable, on-brand visual library. This work established a cohesive visual system across touchpoints, strengthening brand differentiation and positioning the brand for growth.
Art Director: Rachel Topping
Photographer: Anneka Bunnag
As the designer on the Niches & Nooks account, I translated the art direction into high-performing PDP assets, leveraging the new imagery with the goal to drive product sell-through.