Global launch of new identity for Proactiv

More than 20 years ago, Doctors Katie Rodan and Kathy Fields revolutionized the world of acne treatment with the original Proactiv three-step system. Since that time, Proactiv has continued to be an iconic product, trusted by millions of women, men and teens and recognized with 28 awards and honors from the beauty and health industry.

In 2013, Drs. Rodan and Fields created the next-generation acne-treatment system, Proactiv+. Proactiv+ completely reformulated from the ground up; new brand identity, positioning & launched globally.

Creative direction responsibilities included:

Digital brand guide

Website UI & UX

Sales Copy

Celebrity photography

Commercial spots


Editorial copy

Product photography

Social extensions

Video content

Filmed Content Samples

My responsibilities also included all non-broadcast related video content. This included all cut-downs of spots, original series and short form brand marketing videos.

Digital long form spot

Short brand content piece

Brand marketing spot

Long form social content

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