Branding that makes sense.
In 2022, CurlMix nailed their rebrand by creating designs and visuals that truly resonated with their core audience. To promote the rebrand, we chose to have real customers be the face of the company to highlight the importance of each individual that has made CurlMix so successful.
CurlMix
Master your curls in 21 days
The Goal.
After considerable amount of growth, CurlMix decided that they needed to simplify their product line with the intent of making it easier for customers to choose a Wash + Go system. The goal was to create packaging and imagery that will take the guess work out of finding the right products, no matter the curl pattern. Make it possible for anyone with coils and curls to have a simple and healthy haircare routine at home.
The Result.
As Art Director, I led the visual direction for the CurlMix rebrand, using color, iconography, and a minimalistic design system to clearly communicate the purpose and benefits of each product within the 4-step system. Strategic packaging elements, including UPC codes and a clear product hierarchy, created a more intuitive shopping experience while introducing customers to CurlMix’s broader brand ecosystem and customer funnel from their very first purchase.
Alma Veil Launches
in Canada
In 2026, Alma North America, a global leader in energy-based medical and aesthetic solutions, launches Alma Veil in the Canadian aesthetic market. Designed for medical aesthetic professionals, Alma Veil brings three complementary technologies into one handpiece to support individualized treatment approaches across vascular, pigmented and skin quality concerns.
The Goal.
Alma Veil is an established brand in the United States, setting the standard for treating a wide range of vascular and dermatologic conditions. However, its existing branding and product positioning did not reflect the same level of innovation and leadership.
As Alma North America prepared to launch in Canada, the goal was to redefine how both customers and businesses perceive the brand. The new digital experience needed to create a stronger, more cohesive identity across B2C and B2B audiences while bringing the brand into a modern, engaging, and visually impactful space.
The result would be a unified brand experience that communicates Alma Veil’s expertise and innovation while creating a more compelling and contemporary presence for the Canadian market.
The Result.
The result was a refreshed and unified brand experience designed to position Alma Veil as a modern, innovative leader in the U.S. and Canadian markets. The new direction brought B2C and B2B communications together under a cohesive visual language.
As Senior Art Director, I led the creative direction and design of the marketing materials, ensuring each piece aligned with the new brand vision and communicated the product’s value clearly and consistently. I also contributed to copywriting and messaging, helping shape how the brand spoke to both customers and businesses.
The work required close collaboration with the Regulatory team, Marketing Manager, and VP of Marketing to balance creative impact with regulatory requirements and business objectives.