about
FoxyBae is an LA-based beauty brand built around affordable multi-functional styling tools + hair care. Before its acquisition, I led design across all digital channels aimed at growing its DTC presence.
I designed static and motion creative for web, paid social, email, ecomm, and organic social to support product launches, evergreen + seasonal campaigns, promos and influencer collabs.
I developed a motion identity system for the brand to boost brand presence, building out a library of branded animations and transitions for UGC, teasers, sizzles and ads and handed it off to the video team to keep all video output consistent. Alongside that, I edited photoshoot footage, UGC, and raw video into teasers, sizzles, product showcases, and ad creatives.
I collaborated with the Creative and Brand Directors, marketing, and dev teams to grow brand presence across DTC, TikTok Shop, and Amazon. Key initiatives included modernizing FoxyBae's visual identity, dialing up color and energy while keeping its signature feel intact, streamlining assets for consistency across channels, and introducing video web banners on DTC to give campaigns more lift.
scope
Ads, Email, Motion, PDPs, Product Listings, Social, Video, Visual, Web Banners
role
⬝ Lead Designer
⬝ Motion Designer
⬝ Video Editor
⬝ Visual Designer
apps
Illustrator, After Effects, Cavarly, photoshop, Premiere Pro, capcut, figma, klaviyo
Credits
Creative Director: Stephanie Trienen
product Photography: Elena Kulikova, Keith Williams
Videography: Elena Kulikova, Keith Williams, Jimmie Armentrout
3D Renderings: Jaz Aragones
copy: chala kuchuk, radwa mardkour
overview + framework
FoxyBae had built a loyal following, but its online presence had grown stagnant, lacking energy, consistency + motion. I refreshed the brand's visual identity and built a motion system to give FoxyBae a modern edge without compromising its signature.
results
Modernized visual identity helped reinvigorate the brand's presence across a large and active follower and subscriber base.
Campaigns gained more lift with a stronger, more recognizable brand feel across all channels.
Introducing motion drove a notable boost in views and engagement across Instagram, YouTube reels and ads.
Motion design system was adopted by the video team, bringing consistency across all video output
motion principles
Motion at FoxyBae is built on three principles that work together: Simple, purposeful, and playful. The motion language came down to translating FoxyBae's energy into movement. Bouncy for hair, fast transitions for transformations + bright colors for playfulness.
