Rx meets beauty.
Dear Brightly —
Brand System, Packaging, Brand Marketing
Dear Brightly, an early innovator in online prescription retinoids, had grown a loyal following. As the brand prepared to expand into Sephora, it needed to attract beauty consumers while maintaining its telehealth base.
For two years I served as in-house creative director, partnering with leadership to evolve the brand identity, align packaging and digital channels, and guide the launch of their newest product.
Working with Dear Brightly’s co-founder and general manager, I helped reposition the brand with a more premium look and feel. The aim was to create a clean, aspirational presence that merged clinical credibility with high-end skincare. My role spanned strategy and execution, overseeing brand messaging and developing a new packaging system for the full product line.
The RX Eye Serum was the first to debut the updated design. I art directed the product shoot and shaped the campaign concept for launch.
A central challenge was timing. The company needed visual consistency before a full rollout was feasible. To bridge that gap, I created an interim brand approach that refined existing assets into a more elevated experience. This strengthened Dear Brightly’s presence in the short term and provided a clear path for future retail expansion.
Role —
Creative Director
Team —
Photography: Ren Adkins
Videography: Deanna Griffin
Client —
CEO & Co-Founder: Amy Chiu
GM: Meryl Macune