Sustainability is often framed in quiet tones and moral lessons — but clean beauty doesn’t have to play it safe. With EcoFabulous, we set out to make sustainability bold, expressive, and joyful. Our mission was to build a clean, vegan, and cruelty-free brand for Gen Z that felt as fun as it was responsible.
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From concept to a full-scale NYC launch, I led the creative vision — defining the brand identity, setting the bold art direction, designing packaging and digital campaigns, and bringing it all to life through the eco-friendly
E-Tuk street activation that introduced EcoFabulous to the world.
Blending bold, conceptual visuals with a vibrant color palette and punchy headlines, I crafted a playful yet purposeful campaign that celebrated vegan, cruelty-free, and eco-conscious products made for Gen Z. I led the creative direction—from concepting each image, GIF, and video to defining the campaign’s visual identity and art-directing the photoshoot.
As part of the campaign, I created videos for social (Instagram, TikTok & Facebook)
​​​To streamline execution, I wrapped the project with a living digital style guide—a single source of truth for the campaign’s look, messaging, and assets—eliminating the usual scramble for "Brand Guide_final.pdf" across partner teams.
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​​​Results and outcome: The brand launch drove a +49% MoM sales lift, doubled monthly orders (+87% MoM), and increased conversion by 145%, while new paid media and influencer campaigns generated
5.4M+ impressions and skyrocketed social followers by 4,241%.