Sally Beauty set out to explore how trend-driven aesthetics could increase engagement and brand relevance on Pinterest, focusing on translating social trends into testable, scalable brand expressions.

I led the creative direction, content strategy and digital design approach for two emerging cultural aesthetics, ensuring cohesion from awareness through lower-funnel experience.

I developed full visual systems for the Coffee Aesthetic (warm, minimal, cozy) and the Dark Feminine Aesthetic (bold, moody, empowered), including mood-boards, typography, color palettes, and layout frameworks. I designed platform-optimized assets for Pinterest boards and social posts, and leveraged AI to create transformation-style before/after visuals aligned to beauty storytelling. I partnered cross-functionally to extend the aesthetics across the full funnel—activating them in awareness content, mid-funnel educational posts, and lower-funnel landing page and shoppable content experiences, while also translating the look and feel into in-person brand touchpoints.

The activation delivered a cohesive, multi-channel expression of both trends, driving engagement and strengthening the bridge between inspiration and conversion. It also provided strategic insights into how audiences connect with evolving aesthetic styles, informing future creative testing and Pinterest-led brand initiatives.