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Why beauty brands don't need bigger influencers. They need better storytelling.
The biggest mistake beauty brands still make?
Thinking reach equals results.
Consumers don't buy because an influencer has 2M followers.
They buy because they trust the recommendation. After working on 5+ years on influencer campaigns across beauty and lifestyle brands, I've realized the best-performing collaborations are rarely the loudest they're the most authentic.
Instead of asking:
• "How many followers do they have?"
Ask:
• Does this creator genuinely fit the brand?
• Will their audience actually care?
• Can they tell a compelling story?
That's where long-term brand affinity is built.
The network for creativity
Join 1.25M professional creatives like you
Connect with clients, get discovered, and run your business 100% commission-free
Creatives on Contra have earned over $150M and we are just getting started
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Brand design has been really fun lately.
Here's a glimpse of a few recent projects, as I try to find the time to build out full portfolio pieces. 😅
That resort mark moving into the pool shot sells the whole mood in two seconds flat, Jitter was clearly worth learning. Is the portfolio backlog piling up because paid work keeps winning out, or is it more the classic struggle to make time for your own stuff?
Zejtaria
Brand identity for the Albanian National Chamber of Crafts
Zejtaria was developed for the National Chamber of Crafts to reposition traditional trades as a serious, viable path — for a generation more inclined to doubt them than choose them.
The visual system centers on a single letterform — Z — folded until it opens into a window, a gesture that reads as both a turn of material and an opening.
Across posters, stationery, packaging, and outdoor applications, the identity holds a deep burgundy as its anchor, extending into terracotta, mustard, powder blue, and blush — with the same restraint carried through every touchpoint: no ornament standing in for meaning.
Brand identity for INNO100, a flagship retail store in Shenzhen showcasing 100 of the world’s most innovative products.
The challenge was to position the brand as premium, fashion-aware and future-facing — without defaulting to the usual cold tech aesthetic.
We combined a soft, atmospheric palette with flowing patterns inspired by city skylines, circuit boards and natural forms. The result is a flexible identity that works across the physical store, packaging, digital touchpoints and brand guidelines.
Building a brand for what’s next? Let’s work together!
I love the animation 💙 Did you do it on AE?