As a Design Director for COOLA, I spearheaded a comprehensive graphic and brand refresh in the spring of 2020 designed to elevate the brand beyond expected sunscreen clichés and anchor it firmly within the broader wellness and self-care space. Moving past traditional, beach-centric imagery, I led the visual strategy to build nuanced lifestyle applications that showcased the experiential qualities of the products and championed individual well-being under the campaign tagline “Start with You.”

Directing the digital marketing executions for the refresh, I engineered a strategic creative approach aimed at redefining the suncare category. By focusing on consumer education and bespoke lifestyle integration, my designs empowered audiences to navigate product benefits and discover tailored skincare solutions. This project cemented my ability to guide high-visibility brand evolutions, shifting tactical product promotion into an emotional, lifestyle-driven brand experience.

initial concept & vision