Pinterest is where beauty discovery happens, but Sally Beauty wasn't showing up with a point of view. The brief was to test whether trend-led aesthetics could drive meaningful engagement without the budget for a full shoot.

I built two complete visual systems from scratch, the Coffee Aesthetic (warm, minimal, cozy) and the Dark Feminine Aesthetic (bold, moody, empowered). Each had its own moodboard, typography direction, color palette, and layout framework. I used AI to generate transformation-style before/after visuals, which let us concept beauty storytelling without committing to a shoot. From there, I designed platform-optimized assets across the full funnel: awareness content on Pinterest boards, mid-funnel educational posts, and lower-funnel shoppable landing page experiences. Both aesthetics also translated into in-person brand touchpoints, making the campaign genuinely omnichannel.

The activation delivered two distinct, fully-realized brand expressions that drove engagement and gave the team strategic insight into how Sally Beauty's audience responds to aesthetic-led creative, informing future testing and Pinterest strategy.

ROLE
Creative Manager, hands-on design lead

FOCUS
Campaign, Social, Art Direction, Content Strategy

TEAM
Social, Ecommerce, In-Person Activation

TIMELINE
1-2 months