Elevating Brio: A New Era in Beauty

I led the art direction and strategic execution for Brio’s makeup line launch, managing the project from conception to completion, and created this launch reel. The goal was to reposition Brio as a premier all-in-one beauty experience, setting the foundation for a transformative new chapter in its market identity. Every aspect of this launch was carefully curated to bridge Brio’s legacy with a forward-thinking, high-end aesthetic.

Conception + Strategy

The project began with in-depth research into market trends, aesthetics, and branding strategies. I worked closely with Brio’s product development team to understand the unique characteristics of the makeup line, ensuring that the campaign narrative aligned with Brio’s broader vision and customer aspirations.

To solidify the brand’s positioning, I developed a comprehensive visual identity that emphasized luxury, inclusivity, and modern sophistication. The campaign messaging was designed to resonate with beauty enthusiasts while reinforcing Brio’s reputation as a go-to beauty destination.

Campaign Design + Execution

Bringing the campaign to life required seamless integration across all brand touchpoints:

• Visual Identity: I crafted a cohesive colour palette and design system applied across digital and physical assets to ensure a consistent brand experience.
• Photography Direction: I directed and executed all product photography, focusing on clean, high-quality shots that showcased the textures, shades, and premium product details. The photoshoots blended lifestyle and studio setups, creating a visual story that felt both aspirational and relatable and beautiful.
• Motion and Digital Assets: I designed a suite of promotional materials, including motion graphics, Instagram launch reels, and carousel posts. Each piece was meticulously tailored to maximize engagement and align with platform-specific audience behaviours.

Social - First Marketing Approach

I developed the campaign with a digital-first mindset, ensuring Brio’s launch was optimized for maximum social impact. The brand’s social media presence was transformed through visually compelling assets, motion-enhanced content, and interactive engagement strategies.

Key initiatives included:

• Launch countdown teaser posts to build anticipation.
• Influencer and community engagement to amplify reach.
• Strategically placed video and carousel ads designed for conversion-driven engagement.

Brio’s launch wasn’t just a product drop—it was a statement. A refined, high-impact campaign that cemented the brand’s position at the forefront of the beauty industry in Lethbridge.

Designed to Captivate, Created to Inspire.

I directed the brand strategy, campaign execution, and creative direction for Brio Cosmetics’ latest makeup line launch, ensuring a visually striking and strategically impactful rollout. From crafting a refined visual identity and overseeing product photography to designing motion-enhanced promotional assets, I built a cohesive and engaging brand experience. This campaign was designed with a social-first approach, leveraging dynamic content and influencer engagement to maximize impact. The result was a highly polished, modern beauty campaign that reinforced Brio’s position as a leading beauty destination.