Naturopathica Calendula SPF
I helped bring a new calendula SPF line to market by driving the visual merchandising, packaging layout, and art direction
360 Campaign
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Omni-Channel Scaling
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Visual Merchandising
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Art Direction
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Editorial
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Product Focus
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360 Campaign • Omni-Channel Scaling • Visual Merchandising • Art Direction • Editorial • Product Focus •
The Setup
Naturopathica was launching its new Calendula SPF into a highly crowded, competitive skincare market. To ensure a successful launch, the brand needed a premium visual presence that could bridge its clinical-botanical heritage with a modern, consumer-facing sun-care narrative.
The Challenge
Working directly with my Creative Director, I was tasked with establishing a high-impact, 360-degree campaign identity. My responsibility was to translate the core conceptual vision into a premium, multi-channel ecosystem, ensuring the concept scaled seamlessly across all digital and print touchpoints.
How I Guided It
Conceptual Partnership: Collaborated closely with my Creative Director to develop the overarching campaign theme, establishing a luxury visual language focused on light, hydration, and active botanicals.
On-Set Art Direction: Partnered with my CD to execute the editorial and product photography, working hand-in-hand with photographers to capture elevated imagery.
Visual Merchandising & Vendor Coordination: Concepted, designed, and built technical production files for large-scale retail layouts, partnering directly with external vendors to oversee printing, production quality, and final installation.
🌟 Performance Metrics
The 360° campaign drove a high-impact market entry, instantly securing the product’s spot as one of the brand's top-performing bestsellers.
In-store activation
