Concept & Execute

Bring your ideas to life.

  • Graphic Design

    From activations to packaging, I create visuals that connect with people in meaningful ways. As a Senior Art Director, I guide and support my team while collaborating closely with the Creative Director to ensure every design is strategic, adaptable, and built to perform across any platform.

  • Copy Writing

    I help shape strategic messaging within the Marketing team, defining product positioning and product value while working with Regulatory to ensure copy is compelling and compliant. I translate complex product information into messaging that strengthens the creative direction and supports broader business goals.

  • Photography

    With an educational background in commercial photography, I’ve spent over a decade art directing photo shoots and developing visual direction for brands and campaigns. I work closely with clients and creative teams to understand the vision, audience, and goals, then translate them into a cohesive visual style that brings the campaign message to life.

Universkin
by Alma

Alma Lasers, a global energy-based laser device manufacturer, selected North America as the pilot market to launch its new skincare line, Universkin by Alma. This proprietary, medical-grade skincare line combines AI-assisted software with 18 bio-active ingredients, creating 487,678 customized formulations tailored to each patient’s unique skincare needs.

  • Universkin by Alma, the world’s first AI-assisted skincare line, is launching in the U.S. and Canada markets and was looking for an clean and sophisticated campaign to launch their retail products.

  • The goal was to create a cohesive launch that introduced the new product portfolio while giving our sales team and physician offices the materials they needed to support the launch. With only one month to develop the creative, the team focused on creating clear, engaging 3D animation and print materials that could educate customers, support sales conversations, and make an impact at Alma’s biannual National Sales Meeting.

  • Under the Creative Director’s guidance, I sourced music for the launch videos that aligned with the VP’s vision, provided feedback on storyboards and style frames, and led weekly check-ins with the freelance 3D agency to keep the project on track and ensure key milestones were met. I also worked closely with our junior designer to develop B2B and B2C print materials, providing art direction and ensuring the work was executed cohesively, to brand standards and delivered within a tight one-month timeline.

Alma Harmony

Alma Harmony is an award-winning aesthetic platform that offers a range of customizable treatments to address different skin concerns. Alma Laser Inc., headquartered in Israel, established the initial global branding and brand guidelines for Harmony. For the North American launch, our Marketing team kept the established look and feel while making updates to the messaging and tagline to better fit our market.

  • Launch two connected offerings while maintaining consistency with Alma’s established visual identity and ensuring the creative could speak to two distinct audiences. The work needed to communicate the technology and treatment benefits clearly while remaining visually engaging and approachable for consumers.

  • The goal was to build awareness and excitement around the North American launch of Alma Harmony and Harmony Bio-Boost while creating a cohesive visual presence across B2B and B2C communications. The campaign needed to clearly communicate the products’ benefits to both aesthetic professionals and consumers, while establishing a flexible creative system that could scale across print, social, sales, and marketing materials. Ultimately, the goal was to strengthen Harmony’s positioning as an award-winning, versatile aesthetic platform.

  • Solution

    Working alongside the Brand Manager, I developed the visual approach for Alma Harmony’s North America launch. Guided by the “Defining Diversity” platform, we highlighted Harmony’s ability to address a wide range of dermatological conditions across diverse skin types and age groups. The art direction balanced Alma’s established brand language with inclusive imagery and messaging that reinforced the platform’s versatility and broad patient appeal.

Marketing Materials

As Senior Art Director, I worked closely with the Brand Manager to develop the art direction for the North American launch across print and social. I helped translate the “Defining Diversity” message into the visual direction while keeping the creative aligned with Alma’s established brand.