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As Creative Director at Amika, I led the brand's shift toward strategic, digital-first storytelling — building campaigns, content systems, and visual direction to drive DTC growth. Highlights include the Holiday Hairtopia campaign (67% more video views, 239% more clicks than planned, 15.6% ad recall lift among women 18–24), the "Let's Get Cleanical" franchise (12.8% YouTube awareness lift, helped Amika become the #1 haircare brand at Sephora), and the "Get Drenched" OOH activation — a branded bus tour that turned hydration sampling into a citywide moment.
https://www.alexoneill.net/amika
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Which project cover would you click first?
6 voted
25%
18 voted
75%
24 votes
Closed
The Booklet Mockup on the left is the winner for me. 🔥 It feels much more tangible and 'real-world.' The style guide is great for showing the technical system; the mockup tells a story of how the brand actually lives and breathes. 😍
Quick question: When you're presenting to...
Conceptual Work: Google Nearme - Quick Help UI/UX App Design Concept
Nearme is a conceptual mobile platform designed to redefine how people connect with their immediate surroundings by enabling fast discovery of nearby help, services, events, and peer support in one unified experience.
Key Features
Instant Request Flow allows users to create and publish a need in under a minute, reducing friction and improving conversion.
Visual Map Interface displays nearby helpers and opportunities through interactive geolocated pins for intuitive discovery.
Interest Based Filters help users quickly navigate categories like community help, free exchanges, and local events.
Trust Driven Profiles include verification badges, distance, ratings, and identity elements to build confidence in interactions.
Design Approach
The process began with research and benchmarking against local service platforms and Material Design principles. Wireframing focused on optimizing the Quick Help flow for one handed use and minimal cognitive load.
High fidelity design introduced a clean, gradient supported visual system to highlight map and profile elements while maintaining accessibility.
Motion design was a key layer, using subtle animations for incoming pins, location lock feedback, and real time pulse effects to create a sense of live activity and responsiveness.
This video looks really professional, great work! 🔥
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