Rx meets beauty.
Brand Stewardship, Packaging System, Creative Direction, Digital
Dear Brightly, an early innovator in online prescription retinoids, had grown a loyal following. As the brand prepared for retail expansion, it needed to attract beauty consumers while maintaining its telehealth base.
For two years I served as in-house Creative Director following an agency-led refresh, partnering with leadership to evolve the brand across packaging, campaigns, digital, and product launches. My role focused on bringing greater flexibility and continuity to the system as the company scaled.
Working closely with Dear Brightly’s co-founder and general manager, I helped extend the refreshed identity across customer touchpoints while balancing clinical credibility with the visual language of modern skincare.
My work spanned strategy and execution, leading the development of a flexible packaging system designed to support expansion across RX, OTC, and future retail offerings. I also helped refine the visual language across campaigns and digital channels while integrating refreshed and legacy assets during a period of rapid growth.
The RX Eye Serum was the first product to launch within the updated system. I art directed the product photography and helped shape the launch campaign across digital and social channels.
A central challenge was timing. The company needed greater visual consistency before a full rollout was operationally feasible. To bridge that gap, I developed an interim brand approach that elevated and unified existing assets while creating a clearer foundation for future growth.
This strengthened Dear Brightly’s customer experience in the short term and provided a clear path for future retail expansion.
Role —
Creative Director
Team —
Photography: Ren Adkins
Videography: Deanna Griffin
Initial Brand Refresh: SoWhat
Client —
CEO & Co-Founder: Amy Chiu
GM: Meryl Macune