CAMPAIGN DESIGN & ART DIRECTION

Bloom Cosmetics

Art direction and campaign design for a luxury cosmetics brand's global rebrand — spanning digital, print, OOH, and retail environments across 12 countries.

CLIENT
Bloom Cosmetics Group
YEAR
2023
ROLE
Art Director
SCOPE
Global Campaign

The Challenge

Bloom had built a loyal following in the UK but was preparing for a major international expansion. Their existing visual identity felt dated and inconsistent — charming at small scale, but unable to carry weight across global OOH placements and luxury retail environments.

The brief was to elevate the brand to sit comfortably alongside the world's most prestigious cosmetics houses, without losing the warmth and authenticity that made Bloom special.

✦ The Process

  1. IMMERSE

    Brand Immersion

    Deep dive into Bloom's heritage, customer community, and competitive luxury positioning.

  2. CONCEPT

    Creative Concepting

    Developed three distinct campaign directions, each tested with focus groups across four markets.

  3. DIRECT

    Art Direction

    Led photography shoots across London and Paris, directing a team of 14 creatives.

  4. ROLL OUT

    Campaign Delivery

    Adapted the campaign across 60+ formats — from billboard to social to in-store POS.

The Outcome

The campaign — titled "In Full Bloom" — launched simultaneously across 12 countries and was featured in Wallpaper* and Dezeen. The redesigned retail packaging won a D&AD Pencil in 2023, and the campaign drove a 38% increase in international direct-to-consumer revenue in Q1.

12

Countries launched simultaneously

↑ 38%

International DTC revenue increase

D&AD

Pencil winner, Packaging 2023

Skills & Tools

  • Art Direction
  • Print
  • OOH
  • Campaign
  • Packaging
  • Photography Direction