Browluxe inc.
Art Direction, Brand Management
Key Takeaways
I can manage a brand across multiple D2C channels alone, as a team member, or as a leader.
I'm always ready to adapt to a new technology, medium, or industry.
browluxe inc. is a small, female led cosmetics brand that makes and sells eyebrow pencils. When I onboarded its sales were primarily retailer-based, but after the business was sold the new ownership envisioned D2C becoming a primary revenue driver.
I was assigned the task of building a new D2C system for browluxe, through a limited brand update, Shopify site, social media outreach, content creation, and Amazon.
My favorite image from my second campaign for browluxe.
Client Keywords:
Precise, paramedical, multicultural, luxurious.
For the brand update, I took a lot of inspiration from Neutrogena and other skincare brands with clean, quasi-medical styling. The typographical choices, especially, were built with an eye towards wellness brands.
To be a little more poetic, I wanted it to feel like it was emerging from a medicated pool in some high-tech, healing spa.
Final browluxe inc. logo.
These are some branded content images for browluxe.
I designed the brand and type styles, and art directed both the product and evergreen/editorial shoots. We used one model for each shade of pencil, for a total of eight unique faces presenting the brand.
Something I'm especially proud of in the design for browluxe is the degree to which images are platform-agnostic.
By paying attention to the detailed style guides for each of our marketing channels, I was able to guide the content creation process into a highly reusable, evergreen form.
Ultimately, I believe this work process creates a significant enhancement in the utility and value of branded content.
Key points highlighted in the above screen capture:
First, I wanted to show how fast the site is. The slowest-loading thing on any page is Shopify's own shopPay system. This is a highly optimized site that's still full of rich images and videos.
Speed is one of the most important factors for the success of an eCommerce site. Google says bounce probability triples at the three second mark.
The next thing I want to show off is these videos. I think they do a great job showing off the personality and feel of the brand, while still delivering a wealth of information.
I'm a big believer in short, elegant media.
Browluxe.ca Tech Stack*:
Shopify runs the site backend, but Amazon handles 3PL.
Email marketing is built in MailChimp with a complex automation scheme.
Quizzes are built with Octane AI.
Google Tag Manager is utilized but no tracking pixels are installed, as they're unpredictably slow.
Onsite heatmapping is collected by HotJar (intermittently, for speed).
Customer retention solutions are provided by YotPo.
*abridged for space.
Original packaging design not designed by me.
