FOUNDER / CREATIVE DIRECTOR
VISUAL DESIGNER
01 / THE BRAND
BUILDING A Y2K BEAUTY BRANDFROM THE GROUND UP.
Bae Nail started as an idea to make press-on nails feel more expressive, collectible, and fashion-driven. I built the visual identity from the ground up – from logo, color, and packaging to product photography, digital content, and the retail experience.
VISUAL IDENTITY
LOGO / TYPOGRAPHY / BUSINESS CARD
PRINT COLLATERAL
CARE GUIDE / INSERTS / CUSTOMER MATERIALS
- Bright pink
- Pale pink
- Black
COLOR PALETTE
PRODUCT PACKAGING
PACKAGING / PRODUCT PRESENTATION / UNBOXING
RETAIL PACKAGING
SHOPPING BAG / DIELINE / VENDOR SPECS / FINAL APPLICATION
02 / PRODUCT DESIGN
DESIGNED TO BE COLLECTED.
AN EVER-EVOLVING PRODUCT LINE BUILT AROUND SELF-EXPRESSION.
I developed original nail collections across different aesthetics, color stories, and seasonal drops – balancing trend research with a recognizable Bae Nail point of view.
100+ original designs
FROM SOFT AND ROMANTIC TO DARK, METALLIC, AND EXPERIMENTAL – EACH COLLECTION WAS DESIGNED TO FEEL DISTINCT
WHILE STILL BELONGING TO THE SAME BRAND WORLD.
03 / DIGITAL EXPERIENCE
FROM SHELF TO SCREEN.
I extended the Bae Nail identity across e-commerce and social, creating a cohesive digital experience from product discovery to purchase. I designed web graphics, seasonal campaigns, product launches, promotional content, and social assets while maintaining a consistent visual language across digital touchpoints.
E-COMMERCE / WEB
SHOPIFY / RESPONSIVE DESIGN / WEB BANNERS / PRODUCT DISCOVERY
04 / RETAIL EXPERIENCE
FROM CONCEPT TO STOREFRONT.
I developed the custom retail display from concept through production – defining the layout, product capacity, dimensions, color direction, and display system. Using native-level Chinese, I sourced manufacturers directly in China, negotiated local-market pricing, and coordinated production without relying on U.S.-based intermediaries.
//01CONCEPT + FIXTURE DESIGN
Developed the fixture around product capacity, visibility, customer browsing, and flexible merchandising.
//02COLOR + MATERIAL DIRECTION
Tested multiple pink specifications before selecting the final production color.
//03PRODUCTION
DIRECT-TO-MANUFACTURER.
Sourced and communicated directly with China-based manufacturers, allowing greater control over pricing, specifications, materials, and production.
//04FINAL INSTALLATION
BUILT FOR THE REAL WORLD.
- CONCEPT
- DESIGN
- COLOR
- SOURCING
- PRODUCTION
- INSTALLATION
05 / CREATIVE DIRECTION
BUILDING THE WORLD AROUND THE PRODUCT.
I shaped Bae Nail’s visual direction through product photography, styling, model imagery, and campaign content — creating a bold, fashion-led world around the product.
DETAILS MAKE THE DIFFERENCE.
Creative assets loaded successfully.
FROM PRODUCT TO PERSON.
06 / IMPACT
BUILT FROM ZERO.
MADE TO GROW.
WHAT BEGAN AS AN INDEPENDENT PRESS-ON NAIL CONCEPT GREW INTO A MULTI-CHANNEL RETAIL BRAND SPANNING ORIGINAL PRODUCT DESIGN, E-COMMERCE, SOCIAL CONTENT, PACKAGING, AND PHYSICAL RETAIL.
SALES GENERATED
WITHIN TWO YEARS
ORIGINALPRODUCT DESIGNS
FROM IDEA TO RETAIL.
- IDENTITY
- PRODUCT
- DIGITAL
- RETAIL
- PRODUCTION
- CREATIVE DIRECTION
I built Bae Nail across both creative and operational touchpoints — developing the brand, products, digital presence, retail environment, and production systems from the ground up.