Lave Skincare.
Skincare had gotten complicated for no reason. As Creative Director, my team and I built Lave from the ground up: naming, brand, messaging, product design, retail, marketing, campaigns, social, and website. Model/Actor Don Benjamin wasn’t just along for the ride, he was a key player and investor, and launch partner to give the brand a real face and voice from day one.
Spray. Go. Live.
The idea was simple: a concentrated mist for faster, easier, more direct skincare. Less product mayhem, more life. Spray, boom, done. Built for travel, built for after work, built for someone who wants results without the ritual. The brand voice matched the product: confident, a little irreverent, never precious about skincare the way the category usually is.
When digital is as sexy as the brand itself.
A brand built on speed and simplicity couldn't launch with a clunky website. The development team to build a digital experience and web store that matched the product itself, fast, clean, no friction between wanting it and buying it. Every page loaded like the spray worked: quick, direct, done.
We pushed past template thinking, building real applications and putting AI to work where it actually mattered, not as a buzzword. SEO got the same treatment. Real structure and real relevance, built for how people actually search, not a pile of keywords stuffed in and hoping something sticks.
The store had to carry the same confidence as the packaging on a shelf. No generic ecommerce template feel, no five-click checkout. Just a digital space that felt like Lave everywhere it showed up, not just in the bottle.
The launch proved the idea out. The soft launch alone brought in $21,000 in purchases in the first week. What started as a single face moisturizer scaled into a four-product line: serum, cleanser, travel kit, and spray, each one carrying the same direct, no-mayhem philosophy the brand launched with.
Go embrace all life has to offer, you damn beautiful human.
Every humanoid needs amazing skincare.
02 Design
Product design and packaging had to feel as fast and direct as the spray itself, confident, clean, built to stand out on a shelf full of skincare that all looks the same. I built that system alongside a brand voice with real personality and edge.
03 Collaboration
Bringing on a launch partner meant building campaigns, content, and events around a real person, not just a spokesmodel. I led that partnership alongside the marketing, social, and digital campaigns that carried the launch.
04 Product & Development
The brand launched with one product and had to be built to grow. I designed the system so a single moisturizer could scale into a full line, serum, cleanser, travel kit, and spray, without the brand ever losing its original idea.
01 Strategy
Lave needed a reason to exist in a crowded category, so the strategy started with the product itself: a concentrated mist built for speed and simplicity, not another routine to manage. Naming, positioning, and partner selection all worked backward from that one idea.
