NUTRAFOL

VP of Creative

As VP of Creative at Nutrafol, I defined and built the brand as a cohesive world across product, content, and physical experience. Operating in a credibility-sensitive, science-driven category, I established a point of view that holds both trust and desirability. This meant building the creative organization from the ground up, leading global creative direction, and designing the systems that allow the brand to scale with clarity. From campaigns to retail to clinical environments, every touchpoint was shaped to feel intentional, human, and culturally attuned. The work has supported Nutrafol’s growth toward a billion-dollar business while elevating how the brand shows up in the world.

The visual language treats hair as a living entity. In motion, imperfect, sometimes wet, never overly controlled. Where beauty brands tend to be performative and clinical brands feel static, Nutrafol exists in the tension between the two. Humans feel aspirational yet credible, grounded in real texture and real life. Hair responds to light, air, and touch rather than being styled into submission. The result is a world that feels sensorial, honest, and distinctly its own.

BRAND GUIDELINES / SYSTEMS

The brand system operates on a spectrum, from scientific and credible to expressive and emotional. Rather than separating those modes, it allows them to coexist and flex depending on context, from clinical communication to campaign storytelling. Clear principles govern typography, imagery, tone, and composition, enabling scale without dilution. The focus is not consistency for its own sake, but coherence. A brand that moves across channels and moments while maintaining a clear, legible point of view.

Materiality is the quiet layer people don’t name, but the reason everything feels right.

Color and materiality function as core pillars of the brand. A palette that balances restraint with warmth, paired with natural, tactile materials such as stone, wood, paper, and matte finishes, establishes a quiet confidence. These choices extend into physical expression, from packaging to retail at Sephora and Ulta to clinical environments, ensuring the brand feels cohesive in the real world. Taste is embedded in the details. It is not stated, but felt.

Motion gives the brand a nervous system. It defines how it breathes, reacts, holds tension, and releases it. Precision in timing and easing creates continuity, making complexity feel controlled and intuitive. Subtle shifts in cadence turn information into something felt. Every transition, every curve, every pause is considered.

What makes a brand inimitable is the discipline of a point of view held across everything.