By Me & Crew (Design & Retail)

From seasonal launches to product drops and major retail moments, I've helped bring By Me & Crew's colourful world to life through ongoing campaigns, creative assets, and content.

My role extends beyond campaign creative. I've worked with suppliers and packaging partners, supported retail packaging, implemented barcodes, edited product renders, and contributed to brand updates as our products prepared for retail.

Muted Burgundy started with a colour I personally loved. Inspired by a burgundy nail polish shade, I suggested creating our own muted interpretation for the Muted Collection. It eventually became one of our stronger-performing shades—and later, part of our retail SKU lineup.

For our Priceline retail rollout, I stepped beyond design and headed the creative direction for our campaign shoot. From shaping the visual direction to bringing the shoot together, it was my first experience taking the lead on a creative production from concept to final campaign.

A few months earlier, everything existed in campaign decks, packaging files, product renders, and shoot plans. Then I got flown out to Australia and saw By Me & Crew on the shelves at Priceline. 370+ stores later, it all came full circle.