As a creative leader at Birchbox, I directed the visual strategy for one of the first subscription-based monthly beauty boxes. Birchbox revolutionized beauty discovery by curating personalized samples for the casual beauty consumer, making product exploration accessible, enjoyable, and effortless. I led an in-house creative team of 10 professionals, including digital & print designers, photo art directors, and photographers, ensuring cohesive brand expression across all touchpoints.

I provided comprehensive creative direction for the Birchbox brand, overseeing strategy development and implementation across the entire customer journey. My responsibilities encompassed brand evolution, video direction, social media content, digital assets, email campaigns, monthly box designs, brand guidelines, merchandise and store design, illustrator collaborations, and team leadership. This multifaceted approach allowed me to shape a consistent yet evolving visual narrative that supported Birchbox's mission of simplified beauty discovery.