Dashing Diva is the world's largest manufacturer of artificial nails, servicing major brands in the retail space. In early 2017 they launched their website selling directly to the consumer. The mission for dashingdiva.com was to be the authority of all things nails. I led a team of web designers and developers exploring branding, aesthetic elements, and interactive experiences required to resonate with the user at every touchpoint.

The unboxing experience was taken into consideration—a clean, fresh, and elegant packaging to add a final touch to the overall experience.

The art direction for the product images was minimal. With evergreen in mind, we kept the model’s hand clean—free of accessories to champion the nails, letting them stand out.  The hands were shot to simulate sunlight with a contrasting drop shadow. 4 images were created for each SKU, 3 hand gestures, and one product, giving the user confidence and complete understanding of the product before purchase.

Left: Custom icons were created to call out the product’s benefits
Right: A fun, fresh, and approachable set of icons to depict the tone of the company on the“careers” page.

These contents were created based on the holidays and events of each month. Each new release was required to feel fresh, while also familiar to the audience. During the course of 8 months, I’ve photographed & retouched over 2000 images . These are examples of some images created for DD.com and various social platforms.

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