2024 - 2025
ibeauty Brands inc.
Graphic Design
Packaging design
Art concepts
creative direction
Email marketing
Print materials
set design
Adobe photoshop
Adobe Illustrator
Adobe indesign
klaviyo
Sutra Beauty launched the Aero Styler, a heat styling tool with interchangeable attachments designed to minimize hair damage, as part of a special release in collaboration with NBC. I led the creative direction for the product photoshoot, edited content for e-commerce use, and designed all associated packaging.
Cosmoprof, one of the biggest B2B tradeshows for salon products, takes place globally throughout the year and Sutra Beauty regularly attends. I was responsible for helping design Sutra’s exhibition space, along with all online communications and social media content promoting the brand’s presence.
I designed packaging for both new product launches and refreshed existing products. This included mocking up different packaging concepts and colorways for tools, selecting Pantone colors and finishes, and ensuring all designs aligned with Sutra’s brand identity.
I collaborated with photographers and videographers to define the visual style and art direction for shoots. During post-production, I managed the editing and approval process, ensuring all final assets were high quality and met platform standards.
Sutra Beauty
Sutra Beauty is a leader in professional hair styling tools, known for innovative heat technology that enhances styling while minimizing hair damage. In my role, I developed visually compelling print and digital assets that showcased the performance and benefits of Sutra’s tools across packaging, web, and other marketing channels.