Executive Creative Director
//Brand Strategy, Identity Guidelines, Multi-Channel Campaign, Content Library, Video, Digital, OOH, Retail Toolkit
HydroPeptide
2020—2022
Responsibilities
As Executive Creative Director at Designit, I led the comprehensive brand transformation for HydroPeptide, repositioning the professional-grade skincare brand for consumer growth while honoring its clinical roots. Overseeing a multidisciplinary team, I directed the development of a new brand strategy, visual identity, and the integrated campaign “Love Your Routine,” designed to resonate with both skincare professionals and everyday users. From strategic foundation to final execution across digital, social, video, retail, and OOH, I ensured every creative touchpoint embodied confidence, education, and approachability. The result: a revitalized brand ready to scale—with cohesive guidelines, compelling content, and a campaign platform that meets consumers wherever they are on their skincare journey.
Unified brand guidelines rolled out across all global markets
Campaign adoption across digital, retail, and professional channels
Increased brand visibility with consumers and professional partners
Foundation laid for long-term brand scalability and innovation
context
HydroPeptide had earned the trust of skincare professionals with its science-forward products—but its brand had outgrown its identity. As the company prepared to scale and speak more directly to a consumer audience, it needed more than just a visual refresh—it needed a full strategic evolution. That’s where we came in.
As Executive Creative Director at Designit, I led the creative team tasked with repositioning HydroPeptide for its next era. Our goal: to develop a bold new brand strategy and campaign platform that could speak confidently to professionals and consumers alike—without losing the integrity of its clinical roots.
CHallenge
HydroPeptide had earned the trust of skincare professionals with its science-forward products—but its brand had outgrown its identity. As the company prepared to scale and speak more directly to a consumer audience, it needed more than just a visual refresh—it needed a full strategic evolution. That’s where we came in.
As Executive Creative Director at Designit, I led the creative team tasked with repositioning HydroPeptide for its next era. Our goal: to develop a bold new brand strategy and campaign platform that could speak confidently to professionals and consumers alike—without losing the integrity of its clinical roots.
The Strategy
We began by digging deep—into the skincare category, into cultural behaviors around beauty, and into HydroPeptide’s loyal professional network. The insights were clear: what people wanted wasn’t perfection, it was confidence—the kind that comes from knowing your routine is working for you.
Grounded in that truth, we built a strategic brand foundation rooted in self-expression, confidence, and education. This served as the springboard for a new brand identity—one that celebrates individuality, simplifies complexity, and empowers people to love the skin they’re in.
The Solution: A Brand with Room to Grow
With that foundation in place, we brought the new HydroPeptide to life across every touchpoint:
A Comprehensive Brand System: We created robust, future-proof brand guidelines that brought clarity to voice, tone, color, typography, and imagery—ensuring cohesion from packaging to Instagram.
The ‘Love Your Routine’ Campaign: This was more than a tagline—it was an invitation. Whether someone had a 10-step ritual or a two-minute swipe-and-go, the message was clear: there’s no one way to take care of your skin—just your way.
Multi-Channel Activation: We delivered a scalable content library that included video, digital, print, OOH, retail signage, and social media assets. Everything was designed to be modular, accessible, and adaptable for a wide range of contexts and audiences.
The Impact
With a revitalized look and a crystal-clear message, HydroPeptide was ready to meet its audience wherever they were—at the spa, online, in-store, or on their couch at 10pm researching serums.
The brand refresh didn’t just reposition HydroPeptide—it reignited it. From marketing toolkits to product education to tradeshow materials, every asset was infused with purpose, personality, and polish.
Most importantly, HydroPeptide emerged with a brand that matches the brilliance of its product—and the confidence of the people who use it.
Responsibilities as Executive Creative Director (ECD), HydroPeptide – Designit
Led the end-to-end creative vision and execution for the HydroPeptide brand transformation across strategy, design, content, and campaign development.
Directed a multidisciplinary team of designers, writers, strategists, and producers to deliver a refreshed brand identity rooted in human truth and business objectives.
Oversaw the development of brand guidelines and visual systems to ensure cohesive storytelling across all platforms—from packaging and digital to retail and experiential.
Concepted and launched the integrated campaign “Love Your Routine,” aligning creative messaging with consumer insights to resonate across B2B and B2C touchpoints.
Partnered with client stakeholders to guide strategic brand decisions, balancing professional credibility with consumer relatability in a highly competitive beauty landscape.
Ensured all assets—video, digital, print, social, OOH—embodied the refreshed HydroPeptide brand voice: confident, informed, and inclusive.
Mentored and inspired the creative team to push boundaries while maintaining alignment with brand vision, timelines, and market goals.
Delivered measurable creative outcomes that positioned HydroPeptide for global growth, differentiation, and long-term brand equity.
