Naturally Serious Skin Care // Peter Thomas Roth
As Associate Creative Director, I collaborated closely with our Creative Director, Deborah Leong, and the marketing team to set the global creative strategy to launch Naturally Serious, a cleanly-made, ethically developed skin care line targeted at eco-conscious consumers, by bringing all campaigns and brand collateral to life with strong storytelling across digital channels and retail spaces.
Responsibilities included design of product packaging, in-store visual merchandising, education and event materials, photo and video shoot concepting, on-set art direction and post-production retouching, copywriting, and social media content creation.
The Naturally Serious brand was one of the first Clean at Sephora skin care lines!
Brand Sizzle Video for Social
︎ Creative Direction, Storyboarding, and On-Set Art Direction: Emma Cason-Pratt
︎ Videographer: Julia Comita
︎ Video Editing: Lana Yein Lim
Brand Guide Peek![]()
Brand Guide Peek![]()
Art Direction for Photoshoot Content (+ Instagram Engagement Stats)
Countless hours on set ︎ ︎
Wesbite Launch Design
In collaboration with the tiny but mighty NS team, I wireframed and designed the front-end website for our brand launch. It was such an exciting day when we finally went live!
Email Campaigns
Marketing Swag + Sephora In-Store Experience
Product Packaging + Gift Box
I created the packaging for our skin care collection, including the bottle/container label art and outside box. I’m really proud of the effort our team took to ensure all of the packaging was green-friendly. The paper used for the cartons holds a Forestry Stewardship Counsil (FSC) certificate. Plus, all of the cartons are produced in a carbon neutral facility and made with wind power!
First Launch Product Packaging Line Up:
Second Launch Packaging Moodboards:
![]()
![]()
![]()
Specialty Gift Box:
