Sweet Squared
CND SHELLAC ICONIC
Services: Art Direction, Graphic Design and 2D Animation
Deliverables: Magazine Ads, Social Media Graphics, Press Card and Marketing Emails
To mark the 40th anniversary of CND—a globally renowned nail brand celebrated for its introduction of Shellac gel polish—a collection of consumer favourite shades was re-released under the name Iconic.
CND’s exclusive distributor in the UK, Sweet Squared, used this opportunity to spotlight their enduring partnership through a high-profile feature in the January 2020 issue of Scratch magazine—a leading beauty trade publication specialising in nail artistry.
My role encompassed conceptualising and directing a photographic feature showcasing seven pioneers of the UK nail industry. Using their portraits and stories I created an editorial spread for the magazine, with Sweet Squared’s owners featured on the cover.
Additionally, I further developed CND's campaign creative, incorporating neon lighting elements to amplify the collection’s visuals, producing a suite of digital graphics to create a cohesive multi-channel marketing campaign.