Versed is clean, accessible skincare. 

I was part of a small consumer brand team at Who What Wear that developed brands that would resonate with their key demographic. One of the brands that came out of this group was Versed. I was the founding creative director and developed the brand’s overall look and feel—from packaging to photography to create an approachable and covetable line.

The brand is minimal but impactful. It removes the excess and relies thoughtful design at every touchpoint create an experience that is true to the brand's ethos. 

VIDEO: TAYLOR RAINBOLT
MODEL PHOTO: BENJAMIN VNUK, TANN PRODUCTIONS, HELEN STEED

Brand Guide

Packaging

Versed has a minimalist approach to packaging design. It should be covetable but simple and chic with a mass appeal.

I have designed over 50 products for the line—most going into full production as well as into international versions of existing items. One of the main pillars of the brand is sustainability. All cartons are printed on recyclable FSC paper and most items are recyclable and are made with some percentage of PCR. I work cross-functionally with the product team from conception through to on-shelf presentation. 

PHOTO: JON PATTERSON

PHOTO: YANA SHEPT

The Headband 

Almost synonymous with GRWM (or GURWM) videos covering social, the headband was developed by myself and brand director, Deven Hopp, as a piece of brand swag for launch. The unique shape, terry cloth fabric and chic colors were perfect for skincare routines and highly recognizable for shooting content with. They resonated with not only Versed constumers but with beauty and skincare aficionados all over the internet becaming a highly coveted item. 

Art Direction

Imagery is reflective of the brand’s pillars. We want to show skin and celebrate talent as they are.  Expressions are optimistic, candid and a mix of real emotions. It is both aspirational but attainable. Approachable but refined.

LEFT PHOTO: YANA SHEPT
RIGHT PHOTO: BENJAMIN VNUK, TANN PRODUCTIONS, HELEN STEED

LEFT PHOTO: BENJAMIN VNUK, TANN PRODUCTIONS, HELEN STEED
RIGHT PHOTO: SERGIY BARCHUK

LEFT PHOTO: DIMITRI NEWMAN
RIGHT PHOTO: HANNA HILLIER

PHOTO: UP CLOSE

ANIMATION: PETER ROSA

In the Wild

AD: OLIVIA YAO
PHOTOS: UPCLOSE STUDIOS, BENJAMIN VNUK
TANN PRODUCTIONS