CREATIVE • COMMERCIAL • CURIOUS
CREATIVE • COMMERCIAL • CURIOUS
Charlotte Osman
CREATIVE • COMMERCIAL • CURIOUS
Art Direction
Creative Direction, Art Direction & Photography
Creative Direction
2023 & 2024 Campaigns
Photography | Shot & Directed
2021 Core Collection
Photography | Found Imagery
2021 Evergreen Imagery
Responsibilities
2023
As Head of Creative I work closely with the Head of Brand to bring to life the marketing calendar and category re-design through visuals and creative assets. The first thing I introduced was in-house model photoshoots as the brand was heavily depending on brand imagery which caused a lack of synergy and opportunity to cross-sell which is one of the main USP of the business - to be able to shop multiple brands in one place. I am responsible for ideation, production, budget management and running of shoots. This is now a profitable element of the business.
2021
I was brought into the Creative Team in a freelance capacity to overhaul the imagery for digital use across Social, Web and CRM.
The existing imagery, seen below, lacked personability and felt static and cold. My aim was to bring freshness to the brand by creating lifestyle imagery that would feel aspirational but attainable to the customer. They needed to relate to the brand and its ethos and I played into the key search terms for the brand in order to capture their new audiences.
Examples of imagery prior to my input below.
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Head of Creative | 2023
Life Chapters | 2024 Campaign
Brief
As part of the category re-design we are looking to focus on the chapters of life we go through, how our needs evolve and priorities change. Naturisimo can be there for every stage of life and you shouldn't have to compromise on your beauty, skincare or wellness routine throughout these transitions.
Inspiration
Inspired by real stories of our customers, the challenges they face through health, age and skin concerns. We want our customers to recognise their own journey through this campaign. It should feel real and attainable and showcase connection within a female community.
Photographer: Eugenia Volga
Stylist: Charlotte Osman
Art Direction: Charlotte Osman
Videographer: Joe Cowen
Brand Manager: Erin Bateman
Social Media Manager: Lucy Kimble
Hair & MUA: Maireade Murphy
Feast of Beauty (Christmas) | 2023 Campaign
Brief
Following on from the 'On the Menu' campaign earlier in the marketing calendar, for peak Christmas marketing moments, how can we evolve this theme.
Offer alternative ways to gift with heavy focus on gifting sets.
Inspiration
The concept of an alternative Christmas Day table, filled with gifts and favours that feel abundant. Capturing the joy of gift giving and receiving. Using real food props and table decoration to capture the scene of Christmas Day.
Photographer: Jenna Foxton
Stylist: Charlotte Osman
Art Direction: Charlotte Osman
Videographer: Joe Cowen
Brand Manager: Erin Bateman
Social Media Manager: Lucy Kimble
Brand Categories | 2023 Campaign
Brief
Move away from using brand imagery and start developing our own multi-brand shots that can be used across all marketing channels.
An opportunity to showcase our style, rather than leaning heavily on brands.
Inspiration
Capture our brand through clean, lifestyle imagery that can become an evergreen asset bank that can be used across multiple seasons and in BAU marketing.
Photographer: Jenna Foxton
Stylist: Charlotte Osman
Art Direction: Charlotte Osman
Videographer: Joe Cowen
Brand Manager: Erin Bateman
Social Media Manager: Lucy Kimble
On the Menu | 2023 Campaign
Brief
Campaign message: Good Enough to Eat.
Highlighting our USP of having a stringent ingredients policy that ensures there are no toxic ingredients in your beauty.
Inspiration
Playful, colourful, bright and full of a cross section of products.
Disrupt typical beauty imagery and showcase the products being used in a controversial way to create impact on the customer to stop scrolling and discover more.
Photographer: Jenna Foxton
Stylist: Charlotte Osman
Art Direction: Charlotte Osman
Videographer: Joe Cowen
Brand Manager: Erin Bateman
Social Media Manager: Lucy Kimble
Core Product Refresh | 2021
Brief
Custom imagery for our best-selling lines.
We currently only have brand imagery and there is no synergy or opportunity to cross-sell.
We have highlighted our best categories as:
Morning Routine | Wellbeing | Getting Ready | Sleep | Relaxation
Inspiration
Playing with reflection to bring soft lighting to the lifestyle space.
Bathroom textures of mirrors, cotton towelling and white tiles.
Props included washed out wooden dishes and natural foliage to stay on brand.
Photography: Charlotte Osman
Art Direction & Styling: Charlotte Osman
Found Imagery | 2021
Brief
There is a lack of continuity across the brand due to the different sources of imagery. Collate across the brand-supplied imagery and found resources that will provide consistency across social, web and CRM.
Inspiration
Fun, playful imagery that evokes wellbeing and a clean lifestyle.
Mixing model imagery with close-up textures of product.
Models have a range of skin needs and shouldn't be airbrushed, making the brand feel more accessible.
