CONTENT CREATOR / SOCIAL MEDIA MANAGER
Cheekbone Beauty is a digitally native, direct-to-consumer sustainable beauty brand built on social media. During my tenure at Cheekbone, I generated content for our social platforms and various marketing communications, including emails, website content, and community management. Below, you will find samples of my work spanning diverse disciplines that have contributed to shaping the Cheekbone Beauty brand we cherish today. It feels good to know I’ve helped make a difference in the lives of Indigenous youth while painting an image in the consumer’s mind as to what the future of beauty and indigeneity represents.
GRAPHIC DESIGN
ART DIRECTION
Details matter. We’re all about making shopping fun (and easy) - Cheekbone Beauty’s Lips category is symbolized in pink, Face in purple, and Eyes in teal. Through visual communication, the triptych below is created as a subtle reminder to consumers of each category’s colour association.
Hint: It’s in the fingernails.
#WORDOFTHEDAY
Words hold knowledge - It’s the foundation of a culture. Taking action to revitalize Indigenous languages through the names of our SUSTAIN Lipsticks, I implemented a new social media strategy to further amplify the accessibility of Indigenous languages while building, educating and driving meaningful conversations with our brand and products. Formally #WordWednesday, we’ve made it our mission to empower intergenerational wisdom, environmental knowledge, and cultural identity across our channels.
PHOTOGRAPHY
Staying true to the #SustainableByNature positioning, I’ve enriched Cheekbone Beauty’s social media and website with my creative product photography. As part of the Biinad Beauty Standards, all cosmetics from this mindful beauty brand are vegan, cruelty-free, sustainably sourced and are crafted with clean ingredients. For occasions I’m not taking photographs, we work with and direct a range of professional photographers that can confidently bring our vision to new heights through our special relationship with nature.
COMMUNITY
Our customers say it best! Cheekbone’s most devoted brand advocates come together to tell the world why Cheekbone Beauty is so special to them. Published in alignment with the Sephora.ca launch, the ‘Why I Love Cheekbone Beauty’ initiative was created to build brand trust with Sephora’s existing customers while positioning Cheekbone Beauty as the makeup brand of choice. As a brand cultivated on social media, community management continues to play a crucial role in Cheekbone Beauty’s social media strategy.
RIGHT THE STORY
Thanks to the support of Sephora Canada and agency Sid Lee, Right the Story came to life. The concept behind Right the Story began when Cheekbone Beauty and Sid Lee entered and won the Institute of Communications Agencies’(ICA) first-ever inaugural Inclusivity, Diversity and Equity in Advertising (IDEA) competition with $1 million worth of media inventory. Working together to recenter Indigenous voices in mass media, I managed social media and email marketing for Cheekbone’s largest campaign to date. In addition to Cheekbone Beauty’s launch on Sephora.ca, the beauty retailer also offered our best-selling Aki Lipstick a place in-store at 9 flagship locations. Aligned with the look and feel of the campaign commercial, we invited our community to be part of righting the story by capturing and sharing their moment on socials. When you support a small business, you are supporting a dream. Discover the full commercial here.
COPYWRITING
Treat your brand like a person. From writing daily social captions to monthly blogs, I can confidently say I’ve played a big role in establishing and evolving Cheekbone Beauty’s brand voice. Some of my favourite blogs written include The Pow Wow Etiquette: In Conversation with Deanne Hupfield, SUSTAIN Eyes: Two-Eyed Seeing, and Right the Story.
