I worked as Consulting Vice President of Creative with boutique creative shop Jane Smith Agency to develop social media assets and planning for the relaunch and unification of the company’s social channels to provide a single, elevated message for the brand.
M·A·C Cosmetics CASE STUDY
Alex served as Executive Director of Design for M·A·C Cosmetics, overseeing the special projects team. Initiatives led by Alex included Viva Glam and the launch of Rihanna’s product collaboration with the brand, all M·A·C Pro branding, M·A·C AIDS Fund, industry facing brand representation, global events branding, artist relations and sponsorships, and global communications branding.
NYX COSMETICS CASE STUDY
I served as Vice President of Creative at NYX Professional Makeup for two years beginning shortly after L’Oréal’s acquisition of the brand.
I was tasked with revamping the brand identity based on consumer insight and a brand DNA rooted in social media, and with building and operationalizing the company’s in-house creative resources.
The end result: a top to bottom brand evolution and a full vertically integrated internal agency to service all brand creative needs.
Under my leadership, NYX creative agency ideated and executed all brand creative directives and global asset production during a period of explosive growth, which saw upwards of 80%+ YoY revenue increase, a doubling of 3rd party retail accounts, and an expansion from 3 freestanding stores to 190+ worldwide.
During this period, I brought all creative services in-house, revamped the logo and brand identity, oversaw the redesign and legal compliance of all 2000+ SKUs of packaging, all merchandising in all owned and 3rd party channels, defined the brand photography look and feel, vertically integrated production of all brand product and beauty imagery, and oversaw the creation of global brand and standards for product packaging, visual merchandising, store graphics, and logo compliance.
GRAVURE MAGAZINE CASE STUDY
I was co-founder and Creative Director of the NYC based independent fashion, art, and culture journal, Gravure. Straddling the line between art and fashion, each issue included inspirational beauty content. Contributors included Richard Kern, Enrique Badulescu, Diego Uchitel, Spencer Higgins, Jenny Gage & Tom Betterton, Julie Verhoeven, Ellen von Unwerth, Warwick Saint, Carol Lim & Humberto Leon (Opening Ceremony, Kenzo), Rodarte, and Deanne Cheuk.