Attain Cosmetics
Role
Creative Direction, Brand Strategy, Project Management
Year Completed
06/2023
Overview
Attain Cosmetics is a luxury at-home gel nail kit brand. With my team at Here and Now Creative Co. we developed a comprehensive brand identity, including brand strategy, naming, visual identity, packaging, and web design. Our goal was to create an elevated, empowering beauty brand that brings salon-quality results into the hands of everyday users.
Approach
Our approach centered on breaking away from the overly feminine, trend-driven aesthetics that dominate the at-home nail industry. Instead, we focused on creating a modern, playful brand that feels elevated, inclusive, and gender-neutral. This meant developing a visual identity that steers clear of cliché pinks and embraces a more refined palette, while also considering product offerings—like a colorless nail strengthener—that appeal to a broader audience beyond traditional beauty norms.
Execution
We began with a competitor analysis to identify branding gaps in the at-home nail industry, focusing on how Attain could differentiate. With those insights, we defined the brand strategy—outlining the mission, values, and unique selling proposition—and then expanded into tone of voice, tagline, and brand statement development.
Based on the approved strategy, we presented three distinct visual identity concepts. After client feedback, we refined and finalized the full brand identity, including logo design and variations, typography, brand color palette, and visual guidelines for consistent application across digital marketing platforms.
Working closely with product vendors and manufacturers, and integrating ongoing client feedback, we designed the full packaging system for the gel nail kit—ensuring a cohesive and high-end unboxing experience.
To support the brand launch, we directed a three-day photoshoot capturing both product and lifestyle content for use across the website and marketing channels.
Finally, we partnered with the web development team at AdSpace to bring the digital experience to life—designing a site layout that guides users through the process of building their kit.
The result is a cohesive, elevated nail brand that redefines the at-home manicure experience. Attain sets a new standard for an at-home nail experience. The brand’s refined visual identity, thoughtful packaging, and intuitive digital experience work together to communicate the brand’s values of quality and care at every touchpoint—ultimately inspiring and empowering customers to take their at-home nail care to new heights.
Results
Collaboration
For this project, I led the creative direction and developed the brand strategy, managing a team of designers and copywriters throughout the brand development process. I oversaw client communications, set expectations, and ensured the project stayed on track and on timeline. I also collaborated closely with the product photographer, providing creative direction for a multi-day brand shoot that captured both product and lifestyle content. For the digital experience, we partnered with the web development team at AdSpace, working together to bring the brand to life online.
Creative Direction & Brand Strategy
Meghan Martin
Design
Samantha Laubach
Photographer
Miachel Pruett
Copy
Lauren Mccury
Website Development
Adspace