Pause Well-Aging
Role
Creative Director
Contribution
Creative Direction
Brand Identity
Pause offers science-backed skincare for aging skin and post-menopausal women.
Website
As the creative lead for Pause, I was hired initially to craft a rebrand identity proposal. Upon its enthusiastic reception, I assumed a Creative Direction role to see the vision through across all teams and platforms.
Pause had recently acquired VC funding and had hired out an entirely new team when I came on including a PR agency, customer service representatives, a COO, a wholesale team, a graphic designer, a web designer, a marketing agency and an Amazon agency. I was hired to oversee creative direction across all teams to ensure a cohesive message and strategy across the company.
Ravamping the Brand
Team
Founder & CEO: Rochelle Weitzner
COO: Caryn Neary
Rebranding: Katherine Jacobson
The goal was to elevate Pause's existing brand through messaging, imagery, and overall brand feel while utilizing the existing branding colors and logo. We specifically wanted to infuse words like Badass, Bold, and Welcoming into the branding. Below are a few of the slides from the initial creative direction presentation.
Visuals: Ad Creative
After presenting the initial ad creative pitch, the client expressed their desire for a solution that aligned with those concepts while leveraging their existing digital assets. They aimed for a swift implementation to get a similar campaign up and running promptly. Below outlines my proposed approach, utilizing the images they already possessed.
Visuals: Clinical Trial For Web
Pause’s clinical trial studies were laden with complex terminology, so we distilled the data findings into accessible visuals on the website while also ensuring we were still in legal bounds of permitted claims.
Visuals: Social Media
Team
Creative Direction: Katherine Jacobson
Social Media Manager: DDPR
We aimed to cultivate a welcoming atmosphere on Instagram, fostering confidence and inspiration. Leveraging endorsements from celebrities who actually use Pause’s products, we curated content featuring them along with scenes from beloved shows and movies familiar to our target audience of individuals age 40 and above. We also integrated Pause’s more informative messaging in a non-intrusive way where we focused on spotlighting key ingredients and showcasing product close-ups.
& More...
Among my key contributions was the transformation of list of skincare claims into visually digestive badges and icons, elevating their impact and credibility. Leveraging the expertise of the graphic designer under my guidance, we translated textual claims into visually compelling elements.
In the realm of web design, I conceptualized wireframe outlines that optimized user experience, proposing features like dynamic rotating 1-sentence 5 star reviews and prominently displayed product claims. These initiatives streamlined information for improved customer engagement.
To address the influx of customer inquiries, we worked with the customer service team to curate a comprehensive FAQ section which did not exist prior to me coming on, addressing common queries and facilitating smoother interactions.
Additionally, I lead the integration of image-led ingredients into product listings, enriching the consumer experience and fostering transparency.
Recognizing the potential for upselling, we added a ‘complete the skincare regimen’ section on each product page, enhancing product offerings and guiding the customer to add complementary items to their cart which increased AOV.
I also liaised with external partners like Soona to ensure seamless execution of product photography, effectively communicating shot requirements and optimizing formats for each platform we’d utilize these assets for.
Packaging & Branding
Packaging & Branding
Packaging & Branding
Product Development & Supply Chain
Re-brand Pivot
Team
Founder & CEO: Rochelle Weitzner
COO: Caryn Neary
Rebranding: Katherine Jacobson
Rochelle and Caryn came to me wanting to elevate Pause's existing brand through messaging, imagery, and overall brand feel while utilizing the existing branding colors and logo. They specifically wanted to infuse words like Badass, Bold, and Welcoming into the branding. Through strategic vision and meticulous execution, I played a pivotal role in re-shaping Pause’s brand narrative and elevating its overall presence in the skincare market. Below are a few of the slides I put together for the initial creative direction presentation.