BoxyCharm
A rebrand built for the monthly reveal
My role: Creative Director · June 2015 to January 2017
The challenge: create a more professional, recognizable identity and turn each monthly box into a cohesive brand experience.
The approach: I led the rebrand across the logo, packaging, website, and campaign visuals. I developed monthly themes and directed product imagery across social, email, ecommerce, and printed inserts.
The outcome: during my tenure, Instagram grew from 40K to 500K+ followers. I managed 100+ creators and built a creative system for monthly campaign rollouts.
THE INDUSTRY-DISRUPTOR-IN-A-BOX
BoxyCharm is a leading beauty subscription service delivering curated boxes of full-size, premium beauty and skincare products at a fraction of their retail cost. Founded in 2013 and later acquired by IPSY in 2020, BoxyCharm offers personalized selections, blending well-known and emerging brands to excite makeup and skincare enthusiasts.
rebranding
A MORE RECOGNIZABLE BRAND
The rebrand gave BoxyCharm a more polished and recognizable identity across packaging and digital touchpoints. I developed a sleek logo and packaging direction informed by established cosmetics brands, balancing visual quality with production requirements.
ART DIRECTION
RESTRUCTURING SOCIAL MEDIA
Enhancing BoxyCharm’s social media presence was essential to attracting and engaging potential customers. We found that subscribers loved interacting with the page, especially by guessing the new products featured in their monthly box. To capitalize on this excitement, we introduced monthly themes that tied directly to the box's contents, creating cohesive and engaging campaigns that kept subscribers intrigued and eager for more.
campaign girls just wanna have sun
GIRLS JUST WANNA HAVE SUN
June’s BoxyCharm delivered the ultimate summer-ready essentials for makeup and skincare enthusiasts. The box featured full-size products, including refreshing face masks from Farmacy, oil-control translucent powder by Ofra, a long-lasting liquid eyeliner, and a vibrant baby blue nail polish—perfect for embracing the season in style.
CAMPAIGN MODERN MERBABE
MODERN MERBABE
Featuring a Noyah pink gloss, a magentic eyeshadow palette and shades from Ofra, a hair oil by PYT and an eyeshadow brush by Mally Beauty to tie it all together, #charmers hit the urban seascape in this sexy urban mermaid inspired campaign!
MORE CAMPAIGN LIFESTYLE & PRODUCT SHOTS
