Lead DTC Design and Social Strategy: Digital, Print, Social, E-commerce, Art Direction, Email Marketing
Blingsting is a female-founded DTC brand redefining personal safety with style. Blingsting offers self defense tools designed to be both protective and playful. The brand lives at the intersection of empowerment and trendy, making safety feel like a statement.
01. OVERVIEW
At Blingsting, I am the lead designer. Day to day I wear many hats in a startup-like environment, which has pushed me to grow in many sectors of design and marketing.
Over my time here, I have touched pretty much every aspect of design. I led a visual refresh across every major platform, from social media to Amazon. I brought structure to a new look, have created over 700+ assets, and translated a bold, feminine brand voice into content that actually converts. Whether I am designing PDPs, directing product shoots, or designing for digital DTC collateral, I make sure the visuals hit as hard as the message. Additionally, I lead the social media and influencer marketing sectors.
02. BRAND REFRESH
I led a full creative refresh for Blingsting. I reworked the visual tone from scattered and bold to confident, modern, and culturally relevant. This refresh also intended to target the Gen Z and late millennial populations and operate more like cosmetic or lifestyle DTC. This included new brand guidelines, shoot planning, product imagery, retail asset redesigns, email campaigns, and aligning our Amazon/Walmart/DTC/Social presence with who our customer really is now: smart, stylish, and powerful. The changes included lighter weight fonts, a smaller, a brighter color palette (chosen by the founder), and streamlined design effects.
03.E-COMMERCE DESIGN
I redesigned Blingsting’s Amazon and Walmart presence from homepage layouts to PDPs and Walmart-specific video ads. I balanced clean, conversion-optimized layouts with bold, on-brand visuals that feel like Blingsting’s style without sacrificing clarity. Although, these assets live on third-party marketplaces, they are all on brand.
Amazon:
Walmart:
04. BRAND PHOTOGRAPHY ART DIRECTION
Blingsting was originally designed for Millennial and Gen X women, but the visual identity didn’t reflect that, leaning too youthful, overly stylized, outdated, and misaligned with our audience’s lifestyle. As the market evolved and we saw growing interest from Gen Z, Zillennials, and late Millennials, I led a creative refresh to bring the brand into alignment with this younger, style-conscious audience. I developed the art direction, styling strategy, talent hiring, and shoot concepts to shift the tone from novelty to wearable, fun, confident, and culturally relevant. This became a full scale photoshoot with a hired photographer, models, and space that I handled from start to finish all while staying within the budget and brand perimeters.
Before (the left) were the pictures we were using when I was onboarded. They were very pink, which is Blingsting's main color, but the founder was interested in straying away from such a pink dominant vision. They hadn't taken new pictures in years and the ones they did have were overly stylized/didn't fit where the brand was heading. The after pictures lean more modern, casual, and minimalistic with pops of our brand colors, which have been proven to be better for DTC conversion.
05. DTC AND EMAIL DESIGN
I concept and design performance-driven email campaigns, banners, and on-site assets for Blingsting’s promotions and product launches. Every piece is built to match brand voice while staying conversion-focused. I create animated emails (like our BOGO gif), matching banners, and layouts that are mobile-first, scroll-friendly, and always on-brand. Below is an example campaign.
06. SOCIAL MEDIA
Blingsting’s social presence was loud, cluttered, and visually inconsistent. I led a full social refresh that redefined our tone, elevated the aesthetic, and gave the grid structure and rhythm.
What changed:
- Refined our color palette to feel cohesive, not chaotic
- Introduced lifestyle photography and intentional flat lays
- Balanced playful copy with Gen Z wit and trend-informed design
- Created text-driven posts that feel more “shared from a group chat” than branded content
- Let the products finally breathe — centering them without overdesigning
This wasn’t just a visual update, it was a full brand recalibration.
07. CONTENT CREATION AND INFLUENCERS
I manage Blingsting’s social content from concept to execution, which means creating graphics, social scheduling, writing scripts, directing creators, and making sure everything sounds and looks like us. I've created video content while managing a content creator for TikTok and Instagram, handling the scripting, scene flow, visual framing, and tone to hit the sweet spot between useful and trending. I sometimes have been in the videos myself.
I also sourced and hired influencers for targeted retail ad campaigns, specifically for Amazon and Walmart. Each creator was briefed with custom deliverables and strategy to match platform expectations and product goals.