Proactiv
Refreshing a legacy brand for a new digital era.
PROACTIV
Brand Refresh & Digital Art Direction
Led art direction and digital design for Proactiv during a pivotal brand refresh—evolving the visual system across still life, lifecycle email, motion, and social to strengthen channel performance and support over $125M in global sales.
Role: Art Direction, Visual Identity Extension, Digital Design, Motion, Still-Life Art Direction
Zits Happen — Art Direction & Packaging
Art direction and still-life photography establishing a more modern, approachable visual language — setting the tone for Proactiv’s digital refresh.
Lifecycle Welcome Series
A modular onboarding email system extending the refreshed brand across key lifecycle touchpoints — designed to educate, build trust, and drive engagement.
Campaign & Performance Creative
Social creative designed to extend the refreshed visual system across organic and paid placements — balancing education, clarity, and performance.
Art direction and motion-led design strengthened channel performance and supported Proactiv’s $125M+ global sales.
Impact:
Motion and campaign creative drove a 25% increase in CTR and a 35% lift in social engagement.
