PR NEWSWIRE:

"DIME’s Evolution to Omnichannel Success"

DTC clean skincare and beauty brand DIME had cultivated a passionate following on Instagram and recently secured a major retail partnership with Ulta Beauty. Our challenge was to elevate the brand’s identity—rooted in clean, science-backed skincare—by building emotional resonance and creative storytelling that sparked broader awareness. We began by developing DIME’s first-ever brand anthem, “The Brilliance of Skin.”

This foundational piece set the tone for future seasonal campaigns that evolved their UGC-driven DTC strategy into a more refined, lifestyle-oriented narrative. As a Freelance Creative Director for their branding agency, TETHER, I led campaign development, video production, and hands-on content creation—aiming to position clinical, results-driven skincare as not only effective, but also chic, lifestyle-obsessed and aspirational.