Good Weird
Brand Evolution · E-Commerce · Packaging · Digital
Evolving a digital-first beauty brand from identity to experience.
Good Weird is a Gen Z-focused, e-commerce beauty brand built around playful self-expression, approachable products, and a point of view that doesn’t take itself too seriously. When the brand was acquired, it already had a distinctive personality and visual foundation, but needed refinement to create a more cohesive and functional brand experience.
Working under the direction of an Art Director, I helped evolve the brand across identity, packaging, e-commerce, email, social, photography, and marketplace touchpoints. From redesigning the Shopify experience and creating a new logo to developing packaging for new launches and redesigning existing SKUs, my role touched nearly every part of the brand as we built a stronger, more scalable system for a digital-first business.
ROLE
Creative Design Manager / Senior Designer
SCOPE
Brand Identity Evolution
Logo Design
E-Commerce & UX Design
Packaging Design
Email Design
Campaign & Launch Assets
Social & Brand Stewardship
Amazon Store Assets
Photography Support
Production Design
TOOLS
Figma · Shopify · Adobe Illustrator · Adobe Photoshop · Klaviyo · Notion · Meta
WEBSITE
goodweird.com
Brand Identity Evolution
The goal wasn’t to reinvent Good Weird, but to sharpen what already made it distinctive. I designed a new logo and helped refine the visual language into a more cohesive and flexible system — preserving the brand’s playful, expressive personality while creating greater consistency across product, digital, and marketing.
E-Commerce & UX
As an e-commerce-only brand, Good Weird’s website serves as both its primary storefront and one of its most important brand experiences. While the existing site was visually distinctive, its complexity often came at the expense of usability.
I redesigned the Shopify experience with a focus on simplifying navigation, improving product discovery, and creating a clearer path to purchase — without losing the playful personality that makes Good Weird recognizable. Working closely with developers through implementation, I helped translate the refreshed identity into a cleaner, more intuitive shopping experience across desktop and mobile.
Packaging
Packaging became a key expression of the evolved Good Weird identity. I worked across existing products and new SKU launches, refining the system to create greater consistency while preserving the bold personality of the brand.
The resulting packaging language was designed to flex across a growing assortment while remaining playful, recognizable, and unmistakably Good Weird.
Campaign & Launch
The evolved visual system came to life across product launches, promotions, and ongoing brand moments. I created campaign assets designed to flex across the website, social, email, and sales channels — giving individual launches their own energy while maintaining a recognizable Good Weird point of view.
Email extended the Good Weird experience beyond the storefront, balancing playful creative with clear, conversion-focused communication. I designed both ongoing campaigns and lifecycle flows in Klaviyo, creating a flexible system for launches, promotions, product education, and customer retention.
Brand Photography
I collaborated with the Art Director on the creative development of brand photography, contributing to mood boards, model selection, styling references, and overall visual inspiration. I also supported the shoot itself, helping ensure the final imagery reflected Good Weird’s playful, expressive point of view.
Social & Brand Stewardship
Working alongside the Art Director, I helped guide Good Weird’s social presence and collaborated with the external social agency to maintain consistency as the brand evolved. My role included reviewing creative, developing supporting assets, and helping translate the refreshed identity into an ongoing social system.
Digital Expansion
As Good Weird expanded its digital presence, I adapted the brand system for additional commerce and sales touchpoints, including the Amazon storefront and supporting sales assets. Each application was designed to maintain the same recognizable visual language while adapting to the needs and limitations of different platforms.
Process & Production
My involvement extended through product development and production, working closely with the product development team to review range boards, packaging artwork, and pre-production samples. This helped ensure that design intent, color, typography, and brand consistency carried through from concept to finished product.
