The Scope

Co-founder & Creative Director

Services: Branding, Creative Direction, E-Commerce, Styling, Photography, Social Media Management, Email Marketing, Campaign Strategy

Tools: Klaviyo, Photoshop, Illustrator, Shopify, Google Analytics, Lightroom

Timeline: 2018 - 2022

Project Snapshot

Build a boutique brand from the ground up, including:
- Establishing a brand identity + visual direction
- Creating consistent, engaging content
- Managing styling + photoshoots
- Building an e-commerce experience
- Executing email + social media marketing
- Driving customer engagement + sales with limited resources
- Full brand identity (logo, colors, typography, mood direction)
- Website design + optimization
- Social media content creation + management
- Email marketing campaigns + promotions
- Creative direction for photo shoots, styling, and product curation
- Storytelling + brand voice development
- Monthly campaigns + promotional strategy
- Built an engaged online community
- Increased monthly sales through consistent content + email strategy
- Strengthened brand recognition through cohesive visuals + storytelling
- Developed strong customer repeat rate through marketing + curation
- Established signature creative direction and aesthetic that later shaped Alex & Brie Creative Marketing
- Consistent monthly sales from curated drops and campaigns
- Growth in Instagram engagement + early organic audience building
- Repeat customer base driven by strong styling, visuals, and email marketing
- Successful launch and sustained customer interest throughout multiple seasons

Her Distraction was a women's boutique focused on stylish, expressive, and on-trend fashion pieces. As co-founder, I led all creative direction, branding, photography, styling, marketing, and digital execution — establishing the brand’s aesthetic, voice, and online presence. This brand served as the foundation for my creative direction style and directly influenced the elevated visual work I create today.