Project 1: Brand Elevation for Illume Fragrance
Role: provided art direction; created social media videos; designed brand standards + print collateral; shot in-house photography.
ILLUME Fragrance products are sold in over 7,000 doors nationwide (and now in Europe), including major retailers like Anthropologie, West Elm, Target, Jonathan Adler, and Nordstrom.
As the in-house Art Director supporting Illume Fragrance's Creative and Marketing Departments, my role was to promote the updated product and package designs of the redesigned core product line, Beautifully Done. In collaboration with the Illume teams, I played a significant role in the brand evolution. The result was a more consistent, elevated experience for customers across all touch-points.
Pre-Production + On-Set Art Direction
Mood boards for photo props: furniture, textures, colors, accessories, etc.
Brand Standards
A sixty-plus page document outlining visual guidelines to keep customer's experience of Illume Fragrance consistent across all touch-points. Includes: Fonts and typography treatments, color palettes, campaign and presentation templates, photography style, social media templates, copy for messaging, pattern use, customer service responses, etc.
Social Media: Photo/Video Capture + Editing
Illume Fragrance Behind the Scenes at Maple Grove, MN Headquarters
Captured video clips and edited video for a behind the scenes look at the ILLUME Fragrance Headquarters in Maple Grove, Minnesota.
Graphic Design and Photography for Social Media Campaigns
Environmental Design: Art Direction + Signing
Graphic Design for Annual Catalog
REVIEW
From April Mueller, Vice President of Creative at ILLUME Fragrance
I want to nominate Kristin Verby this month. [January, 2024]
Her work creating the National Sales Meeting video content for our 2023 product release was incredibly labor intensive and successful. Through this process, she exemplified the Beauty Inside + Out value. Kristin cares deeply at every stage of her process and works diligently to elevate the experience for her business partners and our audience.
Kristin inspires others to perform at their best by building a culture of trust, communication, and collaboration. This is an excellent example of Kristin’s ability to bring out the best in everyone she works with. Her passion for creating a wonderful experience shines through in everything she does. Her creative vision and attention to detail have helped us elevate our brand, engage more effectively with our sales team, and build excitement around our new launches.
Kristin is a pleasure to work with, a talented creator of video content. I know everyone in front of the camera appreciated her approach. She also makes a great blooper reel!