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PORTFOLIO HIGHLIGHTS

KATINI SKIN

BRAND IDENTITY

Katini Skin drew from multicultural heritage to offer transformative facial oils, requiring an identity that honored ancient rituals while appealing to luxury retailers. I led the visual foundation, designing the logo and packaging to blend Japanese, African, and Australian influences with modern efficacy. This elevated the brand to prestige status, securing awards and placements at Bergdorf Goodman and beyond.

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  • Researched founder's story to conceptualize a refined sans-serif logo in Adobe Illustrator, centered amid natural motifs for cultural harmony and inclusivity.
     

  • Designed premium glass dropper bottles with FSC-certified labels, using earthy palettes to emphasize benefits like blemish control in the Clarity Purifying Oil-Serum.
     

  • Partnered with the founder for refinements, testing adaptability for website collections and Instagram, while aligning with vegan and cruelty-free standards.
     

  • Created an illustrated sourcing map to educate on ethical ingredient origins, fostering a sense of ritualistic self-care across all platforms.
     

  • Won "Best Face Oil" awards in Cosmopolitan and Byrdie, expanding to Sephora and Saks, with features in Vogue and Allure boosting visibility.

LAB TO BEAUTY

BRAND IDENTITY

Lab to Beauty sought to pioneer the luxury CBD skincare market with clean, plant-based formulas, requiring a versatile identity that conveyed purity and efficacy across digital and physical touchpoints. In my role as graphic designer, I created the foundational elements including the logo and packaging, aligning with the brand's high standards for sustainability and performance. This work positioned the brand for growth, earning features in major publications and partnerships with top spas.

 

  • Conceptualized a minimalist logo in Adobe Illustrator, using a boxed sans-serif design to symbolize the transformation from lab to beauty, adaptable for social media and product labels.
     

  • Designed packaging with recycled materials and embossed finishes, collaborating with partners like Diamond Packaging to ensure functional, eco-friendly formats for products like CBD Cream and CBG Face Oil.
     

  • Developed brand guidelines for consistent use across platforms, incorporating neutral palettes with gold accents to evoke luxury while supporting the "High Performance Beauty Movement."
     

  • Conducted research on CBD trends and competitor aesthetics, iterating based on founder feedback to refine elements for quick production and market differentiation.
     

  • Achieved media coverage in Vogue, Forbes, and WWD, along with customer testimonials praising product effectiveness, contributing to the brand's expansion into prestigious spas.

BOGAVIA

BRAND IDENTITY

Bogavia aimed to elevate clean beauty with Adriatic-inspired, plant-powered products, needing an identity that balanced freshness and luxury for retail and digital expansion. As graphic designer, I crafted the logo, packaging, and aesthetic to reflect the founder's holistic vision, emphasizing sensory experiences without harmful chemicals. The result supported successful launches at Erewhon and Whole Foods, driving initial growth despite later closure.

 

  • Explored Adriatic influences to ideate a graceful logo in Adobe Illustrator, featuring a circular motif for vitality, paired with soft purple tones for a soothing, nature-driven appeal.
     

  • Created sustainable packaging using recyclable glass and embossed paper, focusing on lightweight designs for items like the Essential Facial Cleanser and Weightless Hair Serum.
     

  • Collaborated with the founder and team to iterate on mood boards and mockups, ensuring consistency across Instagram, Amazon, and in-store displays.
     

  • Incorporated clean ingredients like aloe vera and hyaluronic acid into visual storytelling, highlighting benefits such as effortless absorption and radiant results.
     

  • Garnered features in publications like Contemporary Approaches and positive reviews for soft, hydrated skin, fostering community loyalty even post-2024 closure.

ADVANTAGE CATALOG

DESIGN & PRODUCTION

The Advantage Co.'s annual catalog evolved from a promotional tool to a profitable publication over 24 editions from 1995 to 2018. As Creative Director, I developed themes, layouts, and advertiser relations, blending nostalgia with regional appeal for the Buffalo-Toronto-Rochester market. This generated increasing revenue while highlighting diverse businesses and products.

 

  • Drew from company milestones to create annual themes like "Top Ten Lists," using Adobe InDesign for balanced 360-page layouts with high-res photography.
     

  • Managed vendor and local advertiser programs, expanding post-2013 to include full-page ads and profiles for exposure to 40,000+ recipients.
     

  • Coordinated photography and iterations based on sales data, focusing on high-volume items like Tretorn sneakers and Juicy Couture.
     

  • Incorporated community stories and donation pages, turning the catalog into a revenue driver peaking at $700,000 in 2018.
     

  • Boosted sales during trends like the Beanie Baby craze, strengthening loyalty through personal intros and fostering long-term partnerships.

VIEW CATALOGS

MIRACLE BEAUTY BOX

FUNDRAISING PROGRAM

Children's Miracle Network Hospitals needed a fee-free fundraiser to engage donors year-round, leading to the creation of a premium beauty box that turned purchases into support for pediatric care. Collaborating with leadership as Creative Director, I designed the packaging and marketing assets, curating products from 13 brands to maximize appeal and impact. The program transformed shopping into philanthropy, raising funds without commissions.

 

  • Analyzed donor demographics during a week-long immersion at CMN headquarters, identifying beauty as a high-appeal category for the no-profit model.
     

  • Conceptualized uplifting box designs in Adobe Illustrator, incorporating playful icons and clean typography, alongside flyers ranking it as a top Mother's Day gift.
     

  • Curated diverse product assortments including full and sample sizes from brands like Caudalie and Kiehl’s, ensuring value at $40 with $20 direct donations.
     

  • Integrated seamless e-commerce flow via iWorldFundraising.org, testing web functionality for hospital-specific links and transparency reports.
     

  • Launched in 2019 with buzz from campaigns, enabling 100% profits to CMN and supporting stories like patient Izabella's transplant journey.

GIANCARLO'S

RESTAURANT BRANDING

Giancarlo’s merged Sicilian flavors with upscale dining in Western New York, needing a cohesive identity for services from dinners to events. As Creative Director, I developed the logo and system to infuse heritage into every touchpoint, balancing rustic authenticity with elegance. This enhanced the restaurant's reputation, supporting growth in a competitive market.

 

  • Immersed in Sicilian culture to ideate a scripted logo in Adobe Illustrator, with subtle motifs like olive branches for warmth and adaptability across menus and signage.
     

  • Extended the visual system to bar graphics, catering packaging, and event invitations, using red-gold palettes to evoke sunsets and promote craft cocktails.
     

  • Collaborated with owners for feedback, refining durable materials for high-traffic areas and elegant layouts for wedding receptions.
     

  • Applied consistent typography and experiential elements, from table settings to social media promotions, fostering customer loyalty post-pandemic.
     

  • Earned rave reviews for food and atmosphere, boosting Instagram engagement and establishing Giancarlo’s as a Western New York staple for diverse occasions.

UGA CONFERENCE

EVENT COORDINATION

The UGA Summer Conference unites 80-100 global participants annually for strategic discussions and bonding. Over three years (2023-2025), I coordinated all aspects in Williamsville, NY, from signage and slides to RSVPs and travel. This created productive, enjoyable events aligned with corporate themes, advancing initiatives like acquisitions.

 

  • Analyzed feedback to refine themes, designing motivational signage and handouts in Adobe InDesign to emphasize goals like Zantaz integration.
     

  • Prepared slide decks in Google Slides for sessions on PremCloud and UGA MarketPlace, ensuring clear visuals for diverse audiences.
     

  • Managed RSVPs and travel logistics, arranging flights and hotels while curating swag bags with branded items for seamless experiences.
     

  • Collaborated with hosts for iterations, blending educational content with social activities like receptions to build connections.
     

  • Exceeded 2025 expectations, with praise for participation, strengthening UGA's network and excitement for future events.

EVENT PHOTOS

UGA MARKETPLACE

CREATIVE DIRECTION

UGA MarketPlace is a zero-fee B2B platform fostering collaborations between Providers and Representatives. As Creative Director, I shaped the visual identity and UX to highlight trust-based networking and tools like Smart Cards. This supports growth in a relationship-driven ecosystem, excluding customers for focused access.

 

  • Researched B2B trends to conceptualize a globe-centric logo in Adobe tools, using green palettes for dashboards emphasizing unlimited global access.
     

  • Designed intuitive interfaces for Smart Cards and Opportunity Finder, streamlining commissions and warm introductions for over 120 users.
     

  • Collaborated with leaders to iterate on profiles, like those for Dr. Malcolm Chisholm, aligning with features such as PremCloud integration.
     

  • Ensured responsive, password-protected designs that balance tech focus with user-friendliness, supporting acquisitions like Zantaz Data Resources.
     

  • Highlighted at the 2025 conference, driving excitement and platform expansion through AI tools and curated offerings.

GRIVANI

BRAND IDENTITY

Grivani, a luxury gift brand, required an identity rooted in Italian heritage to unify collections like leather goods, travel accessories, skincare, and gourmet items. As Creative Director since 2014, I crafted the logo and guidelines to embody thoughtful gifting, emphasizing craftsmanship and exclusivity. This supported the concierge model, driving engagement in premium markets.

 

  • Explored Tuscan traditions to prototype a scripted logo in Adobe Illustrator, with variations for collections like Pelle Toscana handbags and Viaggio duffels.
     

  • Developed opulent aesthetics with gold accents, applied to packaging such as houndstooth wraps for gourmet wines and minimalist labels for Biologico serums.
     

  • Partnered with the team for refinements, testing digital rendering on Instagram, and ensuring scalability for national wine distribution.
     

  • Integrated personalized elements like note spaces on labels, aligning with the "only given" ethos for milestones and client recognition.
     

  • Grew the company to 2-10 employees, with LinkedIn updates showcasing craftsmanship and advancing gourmet lines toward broader retail presence.

©2025 JAMIE WELSTED  |. GRAPHIC DESIGNER

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