Stella & Dot: Brand guidelines 

Stella & Dot has three brands that have same business model. There are the customers, that the brand sells directly to online, and then sales reps, who sell directly to customers, in person and online.

In partnership with my creative director and another designer, we conducted a comprehensive Stella & Dot brand audit to see how we could better distinguish and talk to customers and sales reps. At this time, Stella & Dot's sales were declining. I lead a content audit, looking over hundreds of emails, social media posts, lookbooks and recruiting materials.

Below you'll see the brand guidelines we built to align teams on a one creative vision: 

CD: Kate Fletcher

Design: Sarah Tolani

EVER Skincare: Brand Exploration 

Creative lead the EVER product and marketing teams, and CEO, through a two day brand workshop to help define who the EVER customer was. This workshop happened because of a creative call-out. We couldn't get consistent brand feedback from teams because everyone thought the EVER customer was them. Myself and art director put together this brand workshop so we could align our teams to one vision.   

Strategy and art direction: Chiara Mestre

Strategy, brand language, and words: Sara Iravani


EVER Skincare: New Program Launch

Easy Replenish.

This new program was launched for our customers and EVER beauty specialists as a way to save money on shipping (customers) and keep the commissions rolling in (specialists).  

Subscribe to your favorite EVER products during checking to save BIG on beautiful skin. 



Product description one-pager for EVER sales reps to use during beauty parties.  


Stella & Dot Brand Guidelines

Customer Personas.

In an effort to segment our customers into digestible personas we worked with our insights, field marketing, and marketing team to build these five descriptions of who the Stella & Dot girl is.

The challenge: our customer's age range is anywhere from 28-55 years old.  

These personas were shared with global marketing teams in US/CAN, France, and England.

CD: Kate Fletcher

Art director: Monica Mehiel