Since its launch in Australia in 1954, Ella Baché's target demographic has been women in high socio-economic areas aged 40+. This market typically appreciates elegance, reserved palettes, timelessness and minimalism in design. While still having a very strong focus on their traditional audience, Pippa Hallas, CEO of Ella Baché since 2009, has recently been disrupting the skincare market with a pivot to driving brand awareness for younger consumers.

This has seen a shift throughout marketing materials to feature younger, bolder, more vibrant imagery which is where I came in. The pivot has lead to an increased focus on digital marketing, which accelerated further during the pandemic as online shopping surged by over 40% and brands of all sizes had to re-evaluate their content delivery to stay relevant. Their team required external support to design content for a range of channels, and complete miscellaneous design tasks when their internal team was at capacity.

In collaboration with their social media manager, I created a range of still and motion graphics to be displayed across Instagram, Meta, and YouTube. My work also supported the in-house development of templates and designs for print and eDM marketing.