Vanity Project
Creative Director for a Women-Owned, Clean Beauty Products company.
The Ask
The founder of The Vanity Project approached me to evolve the brand’s identity and create a more compelling, differentiated presence in the clean beauty space.
While the product offering was innovative, the brand lacked a clear, cohesive narrative and visual direction that reflected its core audience. The opportunity was to reposition the brand around a modern woman who is dynamic, self-assured, and constantly in motion, yet values ease, simplicity, and thoughtful design in her daily rituals.
The Solution
I led a full creative direction and brand refresh, aligning the product experience with a stronger lifestyle-driven identity.
Key Initiatives
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Defining a clear brand ethos centered around “clean beauty on the go”, positioning the products as effortless essentials for modern living.
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Developing a cohesive visual direction, including photography and art direction that reflected movement, ease, and confidence.
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Reframing the product narrative to highlight both function and lifestyle, emphasizing convenience without compromising quality or intention.
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Creating a distinct tone of voice and brand story, centered on empowerment, simplicity, and modern femininity.
The Results
Within two years of establishing Rabble as a lifestyle-driven digital brand, the company was acquired by O’Neill Vintners & Distillers in 2020. I continued working with the brand under new ownership through 2025, supporting multiple phases of growth while expanding its digital presence, audience, and cultural partnerships.
During this period, Rabble’s social audience grew organically from roughly 500 followers to more than 6,000, while collaborations with organizations such as Art Basel and One Tree Planted helped align the brand with both cultural and environmental initiatives. These efforts contributed to establishing Rabble as a more visible, digitally forward wine brand within a traditionally marketed industry.
Brand Evolution
Lifestyle Driven
Refreshed Direction
Beauty Essentials
“Sierra creates very relevant and stylish design and photography that embodies our brand's ethos and values.”
— Kimberly Walker | Founder | Vanity Project