Happyglam is a Berlin-based nail care brand that focuses high-quality, vegan ingredients with no nasties. They had a strong product offering, but needed a clearer creative direction and a more distinctive visual world to compete in a crowded beauty space.

My Role

As Creative Director, I led the brand’s creative direction across campaigns, product launches, e-commerce, CRM, paid social, and production. My role frequently switched between strategy and execution, shaping the creative point of view while also building the assets needed to bring it to life across the full customer journey.

The focus was on tightening the brand from the inside out, by clarifying how HappyGlam should look, feel, and speak across every touchpoint, then turning that direction into a consistent visual system. I worked across concept development, art direction, product storytelling, mobile-first email design, e-commerce imagery, and campaign rollout to make the brand feel more intentional wherever customers met it.

Sunset Aperitivo became a full expression of this approach, and the first end-to-end campaign I produced. I led the campaign concept with the team, supported NPD conversations with suppliers, helped select the polish shades, developed the naming direction, shaped the photoshoot brief, directed on set, oversaw post-production, and rolled out the campaign across web, email, paid social, and organic content. The launch translated a seasonal color collection into a complete campaign world: a warm and inviting aperitivo evening with your girls.

The work helped create a stronger and more consistent brand experience across HappyGlam’s key digital channels. A redesigned PDP improved the shopping experience and drove a ~20% conversion lift, while updated mobile-first newsletter layouts helped increase email CTR by 2–4x. Across launches, campaigns, and everyday assets, the brand gained a clearer creative framework that made the brand feel more connected, recognizable, and commercially effective.