Designing Within Constraint
Multi-brand platform systems
Platform-native redesign execution
Data driven optimization
Scalable foundations
Elida Beauty
Elida Beauty is a global personal care portfolio with iconic brands distributed across mass, specialty, and digital retail worldwide.
Over the course of a year, I led the commerce redesign of five major Elida brands, translating deeply established retail brand identities into modern digital shelf experiences across Amazon (US & CA), Walmart, and downstream DTC usage.
These were not net-new brands — they are legacy category leaders reestablishing their presence on performance-driven platforms for the first time.
The work required rethinking how each brand communicated, merchandised, and prioritized information in environments where clarity directly impacts conversion. The goal was to redesign responsibly — modernizing visual language, hierarchy, and storytelling while preserving the recognition and trust customers already have with each brand.
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The challenge wasn’t simply to redesign — it was redesigning within platform specific constraint. This work focused on developing modular, repeatable frameworks capable of scaling across brands with distinct equities, audiences, and product strategies without sacrificing clarity, performance, or brand integrity. each brand required full production ownership — from concept development and layout systems to extensive retouching, compositing, and preparation for multi-retailer deployment across Amazon (US & CA), Walmart, and downstream DTC. This wasn’t just arranging layouts, but shaping the visual material that made scalable execution possible.
Role
Senior Designer & Digital Design Strategist
Year
2024 - Present
The Real Challenge
This was never a single design problem — it was a layered modernization problem across multiple heritage brands at once. Meet the Elida Brands for this project:
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Ponds
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Noxzema
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Caress
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St.Ives
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Q-Tips
Each brand entered commerce platforms with different baggage: legacy visual systems, outdated photography, inconsistent messaging, an over-reliance on what had worked historically in retail, and hierarchies built for packaging instead of decision-making at speed. At the same time, commerce platforms like Amazon impose strict structural constraints: fixed modules, rigid layouts, and measurable performance expectations.
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The challenge became orchestration: modernizing how each brand communicated while preserving recognition, scaling hundreds of assets without fragmentation, and ensuring every launch improved both clarity and conversion.
​Amazon became the proving ground; with learnings designed to translate cleanly into Walmart, Target, and DTC environments without breaking brand cohesion.
My Role: Systems, Not Screens
My role wasn’t just designing A+ content. It was strategically building the systems that enabled five brand redesigns to function at scale.
Rather than treating each brand as a one-off creative exercise, I defined shared frameworks for hierarchy, copy logic, image cadence, and merchandising structure. These systems ensured modernization didn't fragment across SKUs or retailers.
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The goal was consistency without sameness — allowing each brand to evolve visually while operating inside a unified structure costumers could navigate instantly. Constraint became a creative tool: simplifying storytelling, sharpening value propositions, and helping legacy brands perform in environments built for comparison and speed.​
Designing Through Alignment
Strategy, Communication, and Advocacy
Working across Elida meant guiding brands through change — not just executing requests. It required navigating layered decision-making: aligning closely with a central C-suite stakeholder while also earning buy-in from individual brand managers, each with their own priorities, histories, and comfort levels with change.
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A significant part of the work lived in conversation. This included guiding brands through modern Amazon best practices, challenging long-held assumptions, and grounding design decisions in platform data and statistically stronger outcomes — not just aesthetic preference.
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In many cases, this meant pushing brands out of legacy patterns and into systems designed for how customers actually shop today. These discussions were essential to ensuring that what launched wasn’t just on-brand, but effective — balancing creative expression with performance, and helping brands modernize without losing trust.
Noxzema
Ponds
Legacy, Rebuilt
Noxzema required modernizing a deeply recognizable identity for digital shelves. The process required refining hierarchy, refreshing imagery, and clarifying value propositions while preserving the loyalty and trust customers already associated with the brand.
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The result was a brand presence that felt more current, more elevated, more engaging and more navigable — while still being unmistakably Noxzema.
Heritage, Reimagined
Pond’s required balancing modernization with preservation. The redesign blended iconic heritage brand cues with a more contemporary, benefits and ingredient-forward structure that spoke to both longtime loyalists and new customers.
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The system allowed the brand to feel elevated and modern without abandoning the trust and familiarity that define the brand — critical in a highly competitive skincare category.
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St.Ives
Caress
Refresh, Not Reinvention
For St. Ives, the challenge was refresh, not reinvention. The focus was on pulling the brand into current photography trends, updating color usage, and introducing more youthful, energetic language — all while maintaining the accessibility and playfulness customers expect.
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Within the shared framework, St. Ives leaned into bold visuals and modular reuse, allowing the brand to scale efficiently across a large catalog without losing cohesion.
Sensory Storytelling at Scale
Caress required a full brand redesign without alienating loyal customers. The work leaned heavily into sensorial storytelling: fragrance, mood, and emotion, moving from product-forward merchandising to sensory storytelling designed for digital browsing behavior.
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The system made space for elevated photography and expressive visuals, proving that emotional storytelling can still thrive inside rigid platform constraints when hierarchy and cadence are carefully designed.
Expanding Beyond Amazom
The Goal: Transformation Continuity. Although Amazon was the primary driver, the redesign was intentionally platform-agnostic.
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As work expanded into Walmart and Target, core structural principles remained intact while flexing to different shopper behaviors, inventory barriers and content expectations — proving the system could carry brand modernization across the broader commerce ecosystem.
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Amazon learnings informed downstream execution — allowing designs to adapt across retailers without duplication or dilution, and ensuring brand consistency across the broader commerce ecosystem.
What's Next
2026 Innovation
Currently leading design for upcoming product launches and platform expansions across Elida brands.
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Full work launching in 2026. Stay tuned.​
