Amika
AURA, BODY CARE & SOULSTRUCK LAUNCHES + DTC CREATIVE
Shaping how amika’s campaigns came to life across e-commerce and email—evolving the brand’s digital expression across major launches and everyday touchpoints.
Over the course of a year embedded with amika’s creative team, I led digital design across the brand’s DTC ecosystem, spanning major product launches, Black Friday/Cyber Monday and holiday campaigns, promotional moments, and ongoing evergreen content across site and email. My involvement began early in the creative process—developing digital design systems, exploring how campaigns could behave across channels, and helping identify the imagery, compositions, and supporting assets needed to bring those experiences to life.
The aura, body care, and soulstruck launches shown here represent three of the larger campaigns I worked across during that time, each presenting a different product and storytelling challenge. Working from established campaign direction, I shaped how each visual world extended into digital—using photography, typography, composition, scale, and hierarchy to create cohesive experiences that supported both the product story and the broader amika brand.
The work often meant designing within established site and email frameworks while looking for opportunities to push beyond them. I developed new approaches to layout and content hierarchy, using campaign photography in more expressive and editorial ways to create greater visual impact without losing the functionality required of a DTC experience.
For aura, that process extended further upstream. I developed early site explorations and an overarching digital system ahead of production, using the experience itself to help define the types of imagery, crops, compositions, and supporting assets the campaign would need. That thinking helped connect the needs of the digital experience back to production and ultimately informed how the launch came together across site and email.
Alongside campaign work, I helped evolve amika’s broader email and evergreen creative, introducing more flexible approaches that pushed beyond established templates and helped raise the visual standard across the channel. Together, this work supported above-forecast launches, double-digit year-over-year sales growth, and record revenue periodsacross amika’s DTC business.
CREATIVE DIRECTOR: MELISSA KNEPP
ASSOCIATE ART DIRECTOR: ISAAC JAMES
ART DIRECTOR: SARIA ATIYE
FREELANCE DESIGN & ART DIRECTION: LAUREN ABBAZIO
VIDEO: CYNTHIA MEMBRENO & VAUGHN VANCE
COPY: LAUREL KHO & KRISTIN MAGALDI & JACQUELINE ESCOBAR
VISUAL DIRECTION | DIGITAL DESIGN | CAMPAIGN | DESIGN SYSTEMS | E-COMMERCE | EMAIL
