Worked with MCJW when owned by Sundial Brands as an AD. Helped build out the brand world for MCJW New Era, by honouring the past by turning the page to the future. Created a cohesive design system using type, colour, imagery, and graphic elements used across all channels.
*Photography by Sundial Brands and respective owners.

MCJW

ART DIRECTION

HISTORY

A young woman with long curly hair, wearing a black bralette, a colorful patterned jacket, and yellow lace shorts, sitting among green tropical plants with a potted plant nearby.

A woman with curly hair in a floral dress sitting in a modern white chair in a room with a dark floral wallpaper and tropical plants. There is a small round table with decorative items, a glass of water, and a book nearby. The scene is illuminated with colorful, soft lighting.

M.C.J.W

A woman with voluminous curly hair, wearing a sparkly, sequined top, red lipstick, and jewelry including a ring and earrings, posing with her hand near her face.

A woman in colorful, patterned clothing and white high heels sits on a purple sofa with a round pillow. She poses with one hand on her forehead and one leg crossed over the other. The background features tropical plants and a mix of pink, purple, and warm lighting. A small table with a drink and dessert, and a vintage rotary phone are nearby.

I helped build a flexible brand world rooted in the idea of honoring the past while turning the page toward the future.
We developed a cohesive visual system using bold typography, saturated color, layered textures, archival references, and expressive lifestyle imagery. The system was designed to feel vibrant and editorial while remaining adaptable across product storytelling, retail, experiential, social, and paid advertising.

My work extended across campaign concepts, packaging and product graphics, Sephora launch materials, digital banners, social content, paid ads, printed collateral, and the brand’s Essence Festival activation. Each touchpoint was designed to feel connected while giving individual products—including Inches, Dream Come True, and Jellie—their own recognizable personality. The resulting identity helped position MCJW as a modern hair-care brand grounded in Black history, confidence, experimentation, and self-expression.

The Essence Festival activation served more than 200 customers, translating the digital campaign into a physical brand experience and demonstrating how the visual system could scale from a screen to an immersive consumer environment.

SephoraLaunch

A promotional poster with a woman sitting on a chair, surrounded by plants and colorful decor, promoting a skincare product with the phrase "strengthen your INCHES" and featuring tubes of skincare cream labeled "INCLUDES." The design includes torn paper effects and bold text encouraging confidence and self-care.

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A young woman with curly hair and freckles, wearing a colorful floral suit, sitting in a rattan chair with a pillow. She is holding a strand of her hair and looking at the camera. The background has vibrant patterns and plants.

A woman sitting on a purple armchair in a colorful, tropical-themed room with plants. She is wearing a patterned sweater, sheer stockings, and white high-heeled shoes. There is a small table with a cocktail glass, cake, and decorative items, including a vintage rotary phone on the floor.

A woman with dark skin, short curly hair, and red lipstick seated on a green chair with purple curtains and potted plants around her. She is wearing a metallic gold jacket, patterned shorts, and iridescent knee-high boots. She is posing with one arm raised and looking to her right.

Photo Credit: Q

The First Black Female Millionaire.

Social & Paid Ads

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An advertisement featuring a woman sitting in a colorful, eclectic room with purple curtains and plants, with a text overlay saying "Coming Soon" and a picture of a purple container of moisturizing masque called "Dream Come True."