Birchbox
Restoring a playful visual identity for a beloved beauty subscription box brand.
2023-2025
Visual identity,
Collateral Design,
Packaging design,
Illustration
Collateral Design,
Packaging design,
Illustration
Context
Launched in 2010, Birchbox is a monthly subscription service that delivers personalized beauty products straight to your door. Members gain access to a wide range of brands and the opportunity to discover exclusive products.
Over the years, Birchbox underwent two acquisitions and rebrands—each moving further away from the original visual identity that early fans had loved. The most recent rebrand attempted to target a Gen Z audience with flashy colors and trendy aesthetics, but in doing so, it overlooked Birchbox’s core beauty enthusiasts: Gen X and Millennials, who just wanted an easy, affordable way to discover their next holy grail beauty products.
Strategy & Execution
When Retention Brands acquired Birchbox in 2023, I led the effort to rebuild the visual identity once more. Our goal was to recenter the design system around the message of playful discovery and bring back visual elements that deeply resonated with longtime customers.
Instead of starting from scratch, we revived the beloved original logo—enhanced with a modern, bolder twist. To restore the familiar “imperfect polish” aesthetic from the original design system, we reintroduced textured brushstrokes and playful illustrations, and paired them with a refined, legible serif font to add a sense of modern elegance.
Color palette
Given the monthly cadence of the subscription model, we also developed a vibrant, flexible color palette designed to adapt to seasonal themes, product rotations—ensuring consistency and freshness across digital and print marketing touchpoints.
Team Credits
Natalie Westerholt
Madison Page
Madison Page
Universe
Website template designs and social media content for a next-gen mobile web design platform.
2022-2023
Visual Identity,
Social Media Design,
Illustration,
Storyboarding,
Art Direction
Social Media Design,
Illustration,
Storyboarding,
Art Direction
Context
Universe is a mobile first website building platform that allows anyone to create your dream site within seconds. The app’s drag and drop technology and grid system makes it easy to construct and rearrange elements on a site—no code needed.
As a brand designer, I focused on applying Universe’s brand aesthetic “techno punk”—a playful, DIY, electrified punk aesthetic—across a plethora of marking touchpoints including: branded email illustrations, website templates, and social media content.
Hello World Campaign
In an effort to boost brand awareness and drive customer acquisition, the company launched a campaign video titled “Hello, World.” The campaign aimed to showcase the app’s capabilities and inspire creators to test out the product.
The story follows a nomadic creator named Piper, who travels the world collecting rare and curious items to sell in her pawn shop. One day, she stumbles upon Universe—and upon discovering how easy it is to build her own website, she creates “Piper’s Pawn Shop.”
Working closely with the Creative Director, I led the design and direction of the visual identity for Piper’s website. From developing initial mood boards to laying out the site structure, I ensured the aesthetic felt uniquely Piper. The final design not only captures her quirky personality but also reflects the playful and electric spirit of the brand itself.
The story follows a nomadic creator named Piper, who travels the world collecting rare and curious items to sell in her pawn shop. One day, she stumbles upon Universe—and upon discovering how easy it is to build her own website, she creates “Piper’s Pawn Shop.”
Working closely with the Creative Director, I led the design and direction of the visual identity for Piper’s website. From developing initial mood boards to laying out the site structure, I ensured the aesthetic felt uniquely Piper. The final design not only captures her quirky personality but also reflects the playful and electric spirit of the brand itself.
Social Media Content
Another key marketing goal was to increase subscriber growth across social media platforms. To support this, I collaborated with the marketing team to create inspiring content that showcased Universe’s tools and spotlighted real creators and their websites.
Product Release Campaigns
When Universe launched its new text spacing feature, I directed a series of animations to showcase the endless possibilities it unlocked. With a technological, electrified brand aesthetic, the animations were designed to both inform and excite current Universe users. Each piece focused on demonstrating the creative range of the new tools—highlighting variations in letter spacing and line spacing to inspire playful experimentation.
Marissa de Miguel
A confident visual identity for a brand strategy studio that empowers businesses towards growth.
2024
Visual Identity,
Website Design
Website Design
Context
Marissa de Miguel is a brand strategy studio operating at the intersection of consultancy and creativity. Looking to expand her reach, the founder, Marissa approached me for a bold and minimalist visual identity that would reflect her personality and showcase her superpower as a strategic creative.
Process & Execution
Together, we created a striking yet simple color palette that balances minimalist sensibilities — anchored in neutral, black and white tones — with bold expression through a vibrant yellow accent. This pop of color injects personality and energy into the system, serving as a visual reflection of Marissa’s confident nature. To complement this palette, we selected a condensed serif typeface alongside a sharp, clean sans-serif. The pairing introduces both elegance and edge, lending sophistication and distinct character to the brand’s voice.
Color palette
Finally, we designed a set of custom icons to visually communicate Marissa’s services in an engaging and elegant way for her website.
Alltrue
Evolving a brand identity for a subscription company that is commited to delightful and sustainable goods.
2021—2022
Brand Identity,
Website Design,
Social Media Design,
Magazine Design,
Email Design
Website Design,
Social Media Design,
Magazine Design,
Email Design
Context
Alltrue is a subscription company that is building a membership with a heart—a place to discover brands that are committed to delivering delightful goods that are made fairly and sustainably.
As the Senior Graphic Designer on the team, I helped shape and maintain Alltrue’s brand expression across print and digital marketing collateral.
Team
Salpy Talian
Katie Wright
Natalie Westerholt
Katie Wright
Natalie Westerholt
Open
Social media designs and spotify album covers for a mindfulness studio company.
2021
Social Media Design
Album Cover Design
Album Cover Design
Context
Open is a social space for meditation, movement, and practice—on and offline. As a freelance graphic designer, I worked closely with the marketing team to bring the company‘s brand identity to life for Instagram and Spotify.
Each social media post was designed to visually engage and educate the viewer on tips for meditation, health and exercise, and inturn grow brand awareness. Additionally, each album cover is designed to conceptually capture the theme of the playlist through the use of minimal lines, shapes and photography.
