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. At the beginning of my career, Dae Hair became the project where I got to shine, showcasing my creative vision and growing passion for building a brand identity.}

^{Website by JaneMade. Photo creative direction by Amber Fillerup Clark. Branding and logo by Cornina Nika. Plant illustrations by Eve Nicholson-Smith.}

Social Content + Digital Launch Feed

Print + Packaging

_{I led packaging design and branding exploration, directing freelance collaborators JaneMade and illustrator Eve Nicholson-Smith and contributing hands-on work.}

_{Website Art Direction + Copywriting}

^{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.

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

UGC Photography