Oil of Pearls for Lacey Salas

Overview
Oil of Pearls is a luxury spa brand founded by aesthetic specialist Lacey Salas.

I led the brand’s creative direction across identity, photography, eCommerce, and digital infrastructure — transforming the founder’s expertise into a cohesive luxury brand and scalable digital platform.

The work evolved beyond brand design into a full creative ecosystem supporting product sales, client bookings, and national industry partnerships.

Opportunity
Oil of Pearls had a strong philosophy and founder credibility but lacked a visual system and digital platform that reflected its luxury positioning.

The objective was to translate the brand’s holistic skincare philosophy into a cohesive aesthetic language while building a digital experience capable of supporting product growth, service bookings, and industry partnerships.

Creative Direction

• Led creative direction for the Oil of Pearls brand identity, defining the visual language across photography, color palette, layout systems, and brand storytelling.
• Designed and developed the brand’s eCommerce platform, creating a refined digital storefront for product sales and aesthetic services.
• Directed product and lifestyle photoshoots, establishing a visual aesthetic aligned with luxury skincare and wellness markets.
• Designed brand assets including social media graphics, media kits, and sales materials used for industry partnerships and brand expansion.
• Developed the founder’s digital sales funnel and positioning strategy as a national aesthetics account executive.

Team & Collaboration
Worked directly with founder Lacey Salas across brand development, creative direction, and digital systems.

Collaborated on brand expansion including product launches, retail partnerships, and national sales initiatives while implementing operational infrastructure across Notion, ActiveCampaign, Salesforce, and Acuity scheduling.

Outcomes & Impact

• Concepted, directed, and produced the Oil of Pearls eCommerce platform, creating a refined digital storefront for both product sales and aesthetic service bookings.
• Established a cohesive brand ecosystem spanning photography, digital experience, and marketing assets.
• Developed brand materials and a media kit that contributed to industry placements including Madewell and J.Crew.
• Built the founder’s digital sales funnel and brand positioning as a national aesthetics account executive.
• The digital infrastructure and sales ecosystem helped position the founder among the top-performing national account executives in the aesthetics industry.
• Created a scalable brand and operational system that continues to support the company’s long-term growth.