FORMA

Led all strategic positioning, editorial direction, educational content, and voice identity for an evolving portfolio of up to 10 beauty brands, including:

Morphe

Born Dreamer by Charli D’Amelio

Bad Habit

Morphe 2

Lipstick Queen

Playa

Jaclyn Cosmetics

R.E.M Beauty by Ariana Grande

Such Good Everything

Case Study

Morphe Rebrand + Lightform Launch

Developed brand strategy, positioning, voice identity, and copy guidelines for Morphe brand refresh, alongside product positioning, naming, and messaging for a hero complexion product to launch the new Morphe brand.

Role: Senior Editorial Director, Global Creative
Date: 2021 - Present
Location: Los Angeles, CA
Collaborators: Design Army, Travel Agency, Better Creative Solutions