Art Direction and DesignCreating the Gemz-verse.
Gemz is P&G's new water-activated haircare brand, created to reimagine the traditional shampoo experience. Launching in a saturated category filled with predictable branding, the challenge was to build a vibrant visual world that felt as transformative and innovative as the product itself.
I led the art direction for the relaunch of Gemz, building a fresh visual identity that reflected the brand's playful, transformative spirit. Through a world of saturated color, tactile textures, macro photography, and dynamic motion, I created a scalable visual system that came to life across social content, retail assets, product launches, and always-on campaigns.
I extended the Gemz visual world beyond digital through concept-driven PR mailers that turned product launches into shareable experiences. From creative concepting to art direction, we brought the Gemz Hair Wardrobe to life alongside Kelsey Anderson, creating a mailer that resonated across social and earned praise from both the brand's community and her fanbase.
