Beauty Creative Strategy

Creative Strategy | Art Direction
Create and evangelize a creative strategy guide for Beauty, and more specifically upmarket Beauty, that becomes the source of creative truth for both internal and external partners.

Client: Square

Creative Director : Jess Williams
Creative Lead : Maya Ealey
Copywriter Lead : Mike Grover
Senior Art Directors: Emanuel Ilagan, Miles Cartwright


As we establish ourselves as a leader in the beauty space, we need a creative strategy that w elevate our messaging, tell a more cohesive story, and create higher-performing creative.

The beauty world is wide open. We have a unique window to build off what currently makes us distinct as a brand and plant our flag as the leader in this space. We will demonstrate that we’re the best option for our sellers. This will enrich our creative approach by connecting to beauty seller’s motivations, pain points and aspirations.

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