Bevel
Creative Director
THE
CHALLENGE
Improve overall branding, creative development, and execution across all channels (e.g., direct to consumer, retail, brand sites).
BRAND
REFRESH
Bevel creates innovative products specifically targeted toward people of color to continually improve their confidence and well-being. In short, Bevel brings you into focus. My approach with the brand refresh was to re-invigorated the soul of Bevel. The new Bevel mark brings this idea to life by being the window into the brand or by acting as the Bevel mark of excellence.
BRAND PHOTOGRAPHY
When it comes to brand photography for this brand, the most important thing we can do, is allow people to see themselves in the brand. The approach I took was to utilize high-contrast portrait photography to achieve a human touch of the lifestyle brand without making the models heroes over product or brand.
BRAND ACTIVATIONS
Successfully led the strategy, concept and execution for multiple brand activations that resulted in a 90% increase in activation sales and a 198% increase in social engagement compared to the previous year.
NEW PRODUCT VERTICAL
Having gained traction with its streamlined shave system, Bevel knew it was the natural next step to tackle men’s skincare and give its audience what they deserved.I led the product development of a new line of skin and hair products. These products sold out within hours on dot com. Increased store presence by 5x. Secured cross merchandisers, and blow-out disruptors in Target. Also launched in Walmart for the first time in company history.
RETAIL
@TARGET
Bringing the soul of Bevel to Target retail was an exciting opportunity. For consumers new to the brand, the goal was to lower the barrier of entry and customers familiar with the brand to walk down the aisle and purchase with confidence.
THE
RESULTS
Creative impact lead to the company being acquired by Procter and Gamble
• Saved $500K+ by moving a greater percentage of creative work in-house
• Established a brand style and voice across all consumer touchpoints
• GQ Grooming Award
• AskMen Grooming Award
• Webby Awards Nominee
• Clio Shortlist
• Adweek / Ad of the Day
• Saved $500K+ by moving a greater percentage of creative work in-house
• Established a brand style and voice across all consumer touchpoints
• GQ Grooming Award
• AskMen Grooming Award
• Webby Awards Nominee
• Clio Shortlist
• Adweek / Ad of the Day