The 1HQ Team and I developed the 2025 rebrand for Vaseline Jelly, lip, and lotion portfolios. The brief was to elevate and modernize Vaseline, to create consistency across categories and evoke desire in this functional household brand.

I led the redesign starting with the mood board execution, simplifying and centralizing the brand in the jelly portfolio. The priority was creating a system that could be extended and varied. We explored lotion designs and mini lip designs simultaneously- dialing up premium cues across both, sensory cues for the lotions and fun beauty cues for the lip line. We also launched a line of glittering body oils in the new brand style,

Working alongside our Creative Director, Kate Rascoe, we collaborated with Photography team, Zac&Buj to create a stunning body of work over a 2 week photoshoot in NYC. We shot stills and motion for the lotion and body oil: packaging, formula textures, talent with product, beauty shots of the product on the models’ skin, etc. “Skin in Motion” was the driving concept for the shoot.

this work was done in collaboration with the team at 1HQ