Hannah McGough — Brand & Creative Director

Beauty Bakerie — global prestige reset.

Beauty / Cosmetics
Brand reset · Acquisition exit

I The Opportunity

Established consumer brand needed a full reposition for global prestige retail — across multiple categories, sub-brands, and international markets.

II The Strategy

I led new packaging, website, creative campaigns, and sub-brand development across ULTA, Nordstrom, Target, CVS, plus Douglas, Selfridges, UAE & UK/EU. Production end-to-end, marketing systems behind it.

III The Work

Campaign films, photography, packaging refreshes, retail comms, social systems — full visual ecosystem rolled out across markets.

ResultScaled DTC to $200K/month. PR including GMA & CosmoProf keynote. Brand sold in acquisition.

Pancake Now — 0→1 brand build.

Food + Beverage
Functional CPG · Shark Tank

I The Opportunity

A functional food product without a brand. Needed to translate a single-purpose product into a culturally relevant, lifestyle-driven brand for both consumer & investor audiences.

II The Strategy

Full 0→1 build — positioning, personas, creative system across web, social, and investor materials. Multiple audience entry points so the brand could grow without re-positioning.

III The Work

Brand identity, lifestyle photography, packaging, website, social-first content system, and investor-grade pitch materials.

ResultContributed to rapid brand momentum including Shark Tank placement.

Premium Jane — strategy & lifecycle.

Wellness / Supplements
Brand & channel growth

I The Opportunity

Wellness supplements brand needed full strategy & lifecycle marketing infrastructure to grow from early-stage into a sustained channel-driven business.

II The Strategy

Brand strategy, social media management, lifecycle marketing — building positioning, messaging, and channel growth from the ground up. Repeatable systems the in-house team could run after I left.

III The Work

Campaign systems, content production, channel partnerships, customer journey design.

ResultWork expanded to two additional supplement brands by the same principals. Partnerships secured with Club Pilates & Restore Hyper Wellness studios.

HPPY Skin — food-based skincare.

Beauty / Skincare
Identity & launch

I The Opportunity

New premium skincare brand needed a full identity rooted in food-based positioning — and had to stand out in one of the most saturated consumer categories.

II The Strategy

Full campaign and product imagery production, styling, set design, and a visual system built for both web and retail launch. Built the brand world before the launch tactics.

III The Work

Hero photography, art direction, packaging, retail comms, e-commerce experience.

ResultEstablished a distinct identity with elevated perceived product value. Positioned for retail & e-commerce launch.

EVER — mass to premium.

Beauty / Skincare
Reposition · Acquisition exit

I The Opportunity

Mass-market MLM brand needed a reposition into a focused premium skincare line — narrower, sharper, more credibility with a mature consumer.

II The Strategy

New audience, new messaging, full marketing engine — email, content systems, campaign calendar. Built the new architecture without losing the existing customer base.

III The Work

Brand world, lifestyle photography, content systems, lifecycle marketing, full creative refresh.

ResultRepositioning contributed to long-term growth leading to acquisition.

La Peony Clothing — editorial fashion launch.

Fashion / Apparel
Brand launch · Wholesale + DTC

I The Opportunity

LA-based women's fashion label needed an editorial brand launch supporting both DTC and wholesale positioning.

II The Strategy

Brand launch, full campaign production, editorial direction, lookbook production, and visual identity across two collection shoots — Mediterranean and desert settings.

III The Work

Two seasonal campaigns, e-commerce visuals, wholesale collateral, lookbooks, brand world.

ResultEstablished a premium, editorial brand identity supporting e-commerce & wholesale positioning.

Windskin — niche to lifestyle.

Outdoor / Active Lifestyle
Brand world & distribution

I The Opportunity

Performance sunscreen brand built for windsurfers needed to transition from a niche product to a multi-sport outdoor lifestyle brand — without losing the technical credibility.

II The Strategy

Brand world, visual direction, campaign system — monthly sport & environment drops. Distribution plan for REI plus ongoing social and Amazon content.

III The Work

Campaign films & photography, packaging, e-commerce site, social system, retail-ready collateral.

ResultElevated brand from niche concept to lifestyle positioning across web, social, Amazon & retail.

Khelp — functional to lifestyle.

Wellness / Supplements
Reposition · niche audience

I The Opportunity

Supplement for heartburn and acid reflux needed a more compelling, lifestyle-forward brand identity in a clinical category.

II The Strategy

Led creative direction and narrowed positioning to pregnant women, new mothers, and health-conscious shoppers — making a functional product feel aspirational.

III The Work

Brand identity refresh, lifestyle photography, packaging direction, retail-ready collateral.

ResultRepositioned toward a high-converting niche audience aligned with Erewhon & health-food retail channels.

Forest Riot — EU to US entry.

Beauty / Skincare
Market entry · Reposition

I The Opportunity

Skincare brand powered by Nordic soil extract — previously Europe-only — needed a full transition for the US consumer market.

II The Strategy

Prepped all web assets, US launch copy, and brand positioning to translate from a European-distributed product into an American consumer market.

III The Work

Web design, launch campaign assets, brand positioning, US-market messaging.

ResultRepositioned brand identity & messaging for US entry; full web and launch asset suite delivered.

Leverden — retail + IRL launch.

Luxury Home Goods
Brand launch · Retail + activations

I The Opportunity

Luxury home-goods brand inspired by world rituals and cultures needed a brand launch into both retail and IRL presence.

II The Strategy

Handled campaigns, site copy, visuals and social content — helping launch the brand into CB2 and building IRL presence through brand activations in NYC and Seoul.

III The Work

Campaign creative, e-commerce site, social system, brand activation production for two markets.

ResultCB2 retail placement; Vogue feature; brand activations in New York & Seoul.

TIDL — repositioning a wellness brand from functional to aspirational — built for Target retail.

Wellness
Post-launch creative direction elevation

I The Opportunity

TIDL had already launched and broken into Target. The product worked, but the brand still read as functional in a category where lifestyle wins. To grow the retail partnership and connect with the consumer Target was sending their way, they needed a creative reset that pulled the whole brand up a level.

II The Strategy

Led the creative direction to move the brand from functional to lifestyle. Built campaign concepts around their actual consumer — not just the product. Refined the visual identity to match a more premium, aspirational position. Produced full campaign assets end-to-end across digital, retail, and the Target partnership.

III The Work

Campaign photography, short-form video ads, and long-form commercial video rooted in real lifestyle moments — not product flat-lays. Refined visual identity rolled across digital, web, and packaging touchpoints. Retail creative built specifically for the Target shelf and partnership needs.

ResultThe brand reads as aspirational now, not functional. The new visual system delivered the cross-channel consistency Target needed to deepen the partnership and support continued shelf growth.

Cycle Tea — The first visual system for a women's cycle-care brand.

Food + Beverage
Founding visual system

I The Opportunity

Cycle Tea is a women's wellness brand built around the menstrual cycle — four tea blends, one for each phase. They had a strong product and beautiful packaging, but no brand content to scale paid media, grow DTC, or fuel their subscription business.

II The Strategy

I produced the brand's first full visual system — built to deploy across paid social, the website, the subscription flow, and organic. End-to-end: concepting, styling, photography, and b-roll. The goal was a content library big enough to run for months without needing a reshoot.

III The Work

Campaign and lifestyle photography. Product stills and pack shots. Short-form video for paid social. Subscription and website content. An evergreen library for the brand to get off the ground with.

ResultUnlocked the brand's first paid media and DTC subscription growth.