Well People
A brand refresh and e-commerce system for a clean beauty pioneer.
OVERVIEW
Well People is a clean beauty brand rooted in minimalism and natural expression. The project involved a refined visual identity, updated e-commerce system, and strategic creative development to strengthen the brand’s presence across channels.
THE IDEA
The creative approach centered on amplifying Well People’s philosophy of effortless, natural beauty through an elevated yet accessible visual language. The system prioritized clarity, simplicity, and product storytelling — creating a foundation that could scale across platforms while staying true to the brand’s values.
MY ROLE
I led the creative direction and execution across brand visuals, partnering cross-functionally to ensure alignment across design, digital, and marketing touchpoints.
RESULTS
The updated creative identity and e-commerce system strengthened Well People’s visual presence and provided a cohesive foundation that led to a 200%+ increase in digital sales.
Paid Media.
Photography.
Visual Merchandising.
Digital.
Organic Social.
Photography: Joshua Pestka, Alex Bohn
Makeup: Colby Smith, Megan Kelly
Hair: Jeff Francis
Styling: Liz Cresci, Ray Oliveira
Sets: Chris Gaskill
Prop Styling: Michele Faro
Art Direction: Isabella Alesci, Cat O’Brien
Design: Cat O’Brien, Julianna Lukacs
Visual Merchandising Design: Peter Rossetti
Copy: Elizabeth Funk, Vanessa Demske
Retouching: Jess Gaber, Juan Dreyfus
Production: Jess Kahn, Heloise Goodman