The featured work is from my time working at Founded in Beauty

Copywriting

Creating brand-new graphics for both the feed and story

Engagement

Hashtag strategy

The story goes: a woman who's struggled with painful cystic acne since her adolescence was searching for answers. She found herself scouring the shelves of drugstores, and even resorting to Accutane, only for her skin troubles to remain steadfast. The solution was found in her very own kitchen⁠—a formula that was both calming and transformative, born from her and her mother's relentless research.

And so, the mother-daughter duo took this gentle yet effecting formula and named it Ativo Skincare, sharing it online in hopes that it reaches other individuals who are searching for a happy ending to a relentless battle with their skin.

Ativo's branding acts as the perfect foundation for a serene and minimal feed—alluding to the purity of their ingredient's list. The brand-provided editorial shots of skin and product textures played well with relaxing oceanic motifs.

light blues, calming neutrals, grayscale

macro photography

dreamy, uplifting lighting

ocean, beach imagery

Ativo's Instagram feed served to:

-Share the brand's inspiring story

-Communicate the value of the brand's offerings

-Empower audiences to take back ownership of their skin through education