Flagship case study · Creator Marketing & Campaign Management
Cellie's Curls.
A creator-led DTC brand.
Building and scaling a DTC beauty brand through creator partnerships, campaign strategy and social-first creative.
Role
Founder
Role
Creative Director
Role
Brand Designer
Role
Creator Marketing Lead
Role
Campaign Manager
Overview
Cellie's Curls was built from the ground up as founder — every commercial and creative decision made in one hand.
Not a design portfolio piece. A brand that had to trade. That meant owning the strategy, the identity, the Shopify store, the campaign calendar, the creator programme, the paid and organic social, the email flows and the launch moments — and making them all pull in the same direction.
It's the reference point behind everything I now bring to creator marketing, campaign management and DTC brand teams — because I've done the job, not just designed for it.
01 — Creator Marketing
Every stage of the creator lifecycle.
Sourcing, briefing, managing and rolling out creator programmes designed to move product — not just fill a feed.
- 01Creator discovery
- 02Influencer outreach
- 03Relationship management
- 04Campaign planning
- 05Creator briefing
- 06Content approvals
- 07Campaign rollout
- 08Content licensing
- 09Paid and organic content planning
02 — Creative Direction
Concept, direction, delivery.
Campaign ideas developed from a commercial brief and taken through to a produced, on-brand shoot.
- 01Campaign concepts
- 02Moodboards
- 03Creative briefs
- 04Art direction
- 05Styling direction
- 06Model & creator selection
- 07Shoot planning
- 08Production management
03 — Content Production
Assets built for how the brand actually trades.
Studio and location shoots directed for the outputs that matter — campaign, product, social and paid.
- 01Photography
- 02Short-form video
- 03UGC direction
- 04Product photography
- 05Lifestyle photography
- 06Campaign assets
- 07Social-first creative
- 08Launch assets
04 — Brand & Digital
The system behind every campaign.
Identity, ecommerce and digital design built to make creator content convert.
- 01Brand identity
- 02Packaging
- 03Website design
- 04Shopify
- 05Email campaign design
- 06Product launch creative
- 07Landing pages
- 08Digital assets
05 — Marketing
Campaigns planned to trade, not just to launch.
Launch strategy, always-on channels and organic growth — sequenced against product drops and seasonal moments.
- 01Campaign planning
- 02Launch strategy
- 03Pinterest marketing
- 04Email marketing
- 05Paid social creative
- 06Content calendars
- 07Brand storytelling
- 08Organic social strategy
- 09Community growth
Visual Gallery
The work,
across every channel.
Campaign Photography
Creator Content
Product & Website
Social & Campaign Assets
Outcomes
What the work
translated into.
A fully traded DTC brand — brand, store, campaigns and creator programme running against a live commercial calendar.
- Founded, launched and traded end-to-end
- Full brand system — identity, packaging, ecommerce
- Creator programme managed from outreach to rollout
- Campaigns produced across photo, video and social
- Shopify store built, merchandised and iterated
- Email programme designed and shipped in-house
Detailed commercial metrics available on request.
For creator marketing managers, campaign leads and founder-led brands
Creator campaigns —
strategy through rollout.