When I joined Lumineux in 2021, the oral care challenger was generating $30M in sales and selling exclusively DTC. Three years later, revenue had grown to $75M, with products on shelves nationwide and expanding into Europe.
As VP of Creative, I led the evolution of the brand’s visual identity across packaging, photography, video, broadcast, and digital advertising, building a cohesive creative system designed to scale with the business. From Target’s shelves to paid social feeds, the work helped transform Lumineux from a DTC startup into a nationally distributed oral care brand.
Below is a selection of creative from that transformation.
PACKAGING REDESIGN
SOCIAL
