Gleamin
Building a social-first creative world for a superfood skincare brand.
For a young skincare brand finding its place in a crowded category, consistency mattered — but so did having room to experiment. I helped shape Gleamin’s visual world across social, campaigns, photography, education, and digital content, building a recognizable creative language while continually finding new ways for the brand to show up.
role
Graphic Designer
Focus
Brand Expression · Campaigns · Social · Digital
industry
Beauty · CPG
Building the brand in real time.
Social became a space to establish Gleamin’s identity, experiment with how it could behave, and build recognition through repetition.
I developed an evolving visual language across product education, promotions, cultural moments, community content, launches, and evergreen storytelling. Rather than treating each post as an isolated asset, I approached the feed as a connected brand world — one that could flex in tone and format while remaining unmistakably Gleamin.
The system gave us room to experiment with typography, photography, editorial references, illustration, texture, and interaction without losing the core identity.
EDUCATION · COMMUNITY· CULTURE · PROMO
SUMMER CAMPAIGN / ART DIRECTION
Taking Gleamin somewhere unexpected.
For a summer campaign, I art directed a product shoot that moved Gleamin beyond traditional skincare imagery and into a brighter, more playful world. Inspired by water, sunlight, saturated color, reflections, and movement, I developed a visual direction that made the brand’s signature yellow feel even more vivid.
EDUCATION + CREDIBILITY
Making expertise part of the brand.
As Gleamin grew, building recognition wasn't enough. The brand also needed to earn trust.
I created long-form educational content for Pinterest that translated skincare topics, ingredients, routines, and concerns into approachable visual resources. Drawing from Gleamin's existing identity, I developed a more information-dense editorial system that could communicate credible skincare education while still feeling distinctly on-brand.
The result expanded Gleamin beyond product promotion, giving the brand a role as both a skincare product and a useful source of knowledge.
A brand built through every interaction.
Social gave Gleamin a place to experiment. Campaigns expanded its visual world. Educational content gave it depth and credibility.
Across each touchpoint, the goal remained the same: create enough consistency to become recognizable, and enough flexibility to keep the brand culturally relevant, expressive, and alive.
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