My role at Software as a designer and art director focused on shaping and strengthening the brand’s identity during a pivotal stage of growth, ensuring consistency and impact across campaigns, new product launches, and digital experiences.

I led the creative direction for photoshoots, overseeing everything from concept development and casting talent to working closely with producers, photographers, videographers, directors and copywriters on set. Each shoot was an opportunity to refine the brand’s storytelling, presenting custom skincare as not only science-backed and results-driven, but also modern, inclusive, and approachable.

Beyond campaigns, I collaborated with the creative lead, web designers, copywriters, and motion designers to translate this identity into a seamless customer experience. From directing product imagery and social content to guiding the tone of paid ads, I ensured Software’s visual language was elevated, cohesive, and future-facing.