Dae Hair

_{With a tiny launch team, I led digital creative and brand storytelling from conception to launch, helping shape a fresh beauty ecosystem for daedreamers and desert lovers. Early in my career, Dae Hair became the project where I got to shine, showcasing my creative vision and growing passion for building a brand identity.}

^{My Role on this Campaign :} 

• Brand storytelling + Identity Development
  
• Website Art Direction
  
• Story and Product Info Copywriting
  
• Launch Planning 
  
• Print Design Support
  
• Social Media Launch Strategy
  
• Digital design across channels

Brand Story

^{At the start of Dae’s creation, we set out to craft a meaningful story rooted in the founder’s life and home in Arizona. I was tasked with writing a brand story that would serve as a strong foundation for the brand’s identity. To add depth to the name, I explored how Dae could become an acronym (Dawn, Afternoon, Evening) inspired by daily beauty rituals and the rhythm of the desert sun. I also coined the playful name “daedreamers” to bring fans together and inspire them to connect with the brand.}

Print + Packaging

_{I led packaging design and branding exploration, directing freelance collaborators JaneMade and illustrator Eve Nicholson-Smith and contributing hands-on work. Work included designing boxes, custom tape, sticker sheets, line sheets for PR, and product detail cards.} 

<sup>To build excitement ahead of launch, I created a teaser campaign that tapped into the founder’s large influencer following. I designed/concepted an Instagram story series where followers could play along to “unlock” the brand. Each day focused on a different time of day (dawn, afternoon, evening) and each day would reveal a new letter: D, then A, then E. This interactive format encouraged engagement and built anticipation, leading to a high-energy launch day.



Once the final letter was revealed, we then introduced the brand. I planned Dae’s initial Instagram launch feed to create a strong first impression while still keeping posts engaging on their own. The grid formed a cohesive brand image, while videos and unique captions hidden in the posts encouraged followers to interact and build excitement.</sup>

Website Art Direction

^{I art directed the website build alongside JaneMade, helping to finalize the brand’s font identity, image usage, and color system.} 

UGC Photography