Building a Beauty Brand
Through Content & Photography
I joined Menada Haircare as what was effectively the company's first creative hire — coming in during the earliest stage of the brand's development. There was no established visual identity, no content system, no audience. Just a product, a vision, and the work that needed to be done.
My task was to build the brand's creative presence from the ground up — photography, video, social strategy, and day-to-day content — while also supporting the broader operational and commercial goals of the business.
Over 21 months, I was responsible for the full creative output of Menada's digital presence. That meant planning content calendars, shooting product photographs, producing promotional videos, developing campaign ideas, managing social media distribution, and writing captions that actually converted interest into enquiries.
But it also meant understanding the business. I worked alongside the business to understand what customers responded to, what drove sales, and how creative decisions connected to commercial outcomes.
Shot product and lifestyle photography to establish the brand's visual language.
One trend-driven promotional video produced for Menada generated a notable increase in product enquiries and helped support sales during its release window. The video worked because it understood the platform's native language — not just showcasing the product, but framing it within a story that the target audience was already engaged in.
The most significant outcome was a trend-led video that directly contributed to an increase in product enquiries and sales. Beyond that specific result, 21 months of consistent creative output built the brand's recognisable visual identity and established a growing digital presence from nothing.
Exact metrics are being gathered. This section will be updated with verified campaign performance data.