portfolio
designing for luxury intent
I developed a more strategic creative direction for Vivrelle that aligned tiered membership messaging, aspirational visuals, and post-click experience into one cohesive pitch.
context
Understand problem, people and goals
approach
Build a direction with purpose
design
Shape ideas into thoughtful visuals
refinement
Test, tweak and improve what works
takeaways
Learn, adapt and carry it forward
context
understanding the brand gap.
Vivrelle is a luxury accessories membership brand built around tiered access to designer handbags and jewelry, with memberships like Classique and Couture designed for different levels of spend and exclusivity. I partnered closely with our sales lead to understand Vivrelle’s business challenges, audit their current creative approach, and shape a stronger story around what their brand could look like with a more intentional performance creative strategy. My role covered the creative audit, strategic direction, concept development, landing page mockups, and the design of a custom branded pitch deck that helped our team stand out in the room.
approach
creating for different motivations.
My starting point was identifying the disconnect between Vivrelle’s business model and the way the brand was showing up in paid creative. Vivrelle’s membership model called for more nuance than their creative was delivering. With multiple subscription tiers at different price points, the opportunity was to develop messaging that spoke to different motivations within the same audience (from accessibility and style to exclusivity and rarity). My goal was to create more variety in the creative system so the brand could better connect with women based on what they valued most, while keeping the overall story cohesive and aspirational.
I also worked closely with the Meta lead during the pitch process to make sure the media strategy and creative strategy were aligned. That mattered to me because the strongest pitches tell one cohesive story rather than treating media and creative as separate tracks.
design
aligning creative across touchpoints.
On the paid social side, I mocked up top-of-funnel concepts that reflected different membership mindsets within the Vivrelle brand. For the more accessible Classique tier, I developed creative around a younger, aspirational customer and leaned into the idea of achieving a luxury look in a way that felt more within reach. For the more premium Couture tier, I pushed the concept toward exclusivity, rarity, and elevated access. In both directions, I used aspirational imagery and sharper offer framing to better match the emotional appeal of the product with the tier being promoted.
I also mocked up lower-funnel concepts that pushed closer to conversion, with stronger CTAs and more direct membership language. The intent was to show how creative could evolve through the funnel rather than relying on one visual style to do every job.
For the landing page, I focused on reducing friction after the click. Vivrelle’s membership model is nuanced, and the existing experience put too much weight on the application form without giving users enough supporting context. I redesigned the page to better match post-click intent, bring membership tier details directly onto the page, preview benefits without forcing users to navigate away, and introduce multiple application touchpoints throughout the experience. The thinking was simple: if the ad creates interest, the landing page should do more to sustain confidence and help the user act.
I also designed a fully custom Vivrelle-branded pitch deck for our team to present in. That was an important part of the work. I wanted the deck itself to feel considered and on-brand so the client could immediately see that we understood their visual world, not just their media challenges.
refinement
tightening the pitch direction.
A big part of this project was shaping the work collaboratively. I had regular check-ins with the sales lead and Meta lead to make sure the strategic story stayed tight from slide to slide and from channel to channel. As the pitch evolved, I refined the creative system so the recommendations felt less like isolated mockups and more like a connected acquisition approach: varied creative angles at the top of the funnel, clearer messaging by membership tier, stronger retargeting opportunities, and a more supportive post-click experience.
If I were presenting this same work now, I’d make that refinement even more explicit by organizing the recommendations around:
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creative angle testing
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offer and tier positioning
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visual variation by intent
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full-funnel message sequencing
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landing page alignment with ad promise
That framing better reflects how performance creative needs to work on Meta today.
takeaways
what stuck with me.
One of my biggest takeaways from this project was that a strong creative direction cannot rely on one polished message to do everything. When a brand has multiple tiers, price points, and customer motivations, the work needs more range without losing consistency. This project also reinforced how much better the final story becomes when I’m collaborating closely across sales, media, and creative from the beginning.
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