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Art Direction


Art Direction 
Digital Design

The project: 

Pink Parcel is a monthly femcare/ beauty subscription box along with a content platform for women. The posts aim to educate about women's health issues and the latest beauty hacks. 


When I worked for the brand, part of my role was to update the creative to look clean and to stand out from their competitors. The creative also had to work commercially to sell subscriptions and beauty products via their online shop. 


My team and I worked on the new brand guidelines where we introduced a new subtle colour palette. For photography the use of props was minimised, the lighting was bright and the shadowing hard. 


When shooting models it needed to be diverse and showing their vulnerability and realness. 


Marcomms needed to be inline with competition and current trends. So we used animation and motion in marketing assets to grab attention and create impact.