Colour Cosmetics & Digital Expansion
CLIENTCiaté London
Creative direction for Ciaté London’s evolution from niche nail brand to global colour cosmetics player.
WHERE IT WAS FEATUREDUK & US · Social · E-Commerce · CRM · Third Party Partners · Concessions
DELIVERABLESWebsite Design · Email Design · Stills · Video
ROLEConcept & Campaign Development, Brand Evolution, Art Direction & World-Building, Set Design & Texture Styling, Content & Social Systems
Digital Experience
Challenge
Expanding from a nail brand into full colour cosmetics is a significant creative and commercial challenge — the brand recognition that built Ciaté's following was rooted in a single category, and new product areas needed to feel like natural extensions rather than disconnected additions.
As the brand expanded into eyes, lips and face, each category required its own visual language and storytelling approach while remaining part of a coherent brand world. Global growth added further complexity — the system needed to be fast and scalable enough to support rapid international rollout without losing the quality or consistency the brand had built.
Creative Approach
Built a cohesive visual world that could flex across eyes, lips, face and nails — each category given its own distinct storytelling approach while remaining unmistakably Ciaté.
Led art direction across photography and video for seasonal launches, working closely with Marketing and NPD to ensure new products reached market with the right creative support at every stage.
Developed scalable asset systems designed for international rollout — balancing speed and consistency across e-commerce, social and retail touchpoints.
Evolved the brand's visual language as it expanded into colour cosmetics, moving from nail-focused imagery toward a full beauty aesthetic without losing the playful, colour-led identity the brand was known for.
Impact
The work supported Ciaté's transformation from a nail specialist into a credible full colour cosmetics brand — giving each new product category a distinct but cohesive visual identity capable of competing in an increasingly crowded market.
The asset systems developed across this period enabled consistent creative output at the pace the brand's expansion required, across UK and US markets and into international retail and digital environments.
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