Creative Director | Visuals & Marketing
I led creative direction for Queen of Swords Salon, a progressive hair salon with two locations in New York City, supporting the brand through a comprehensive digital and marketing evolution. The project began with a full website redesign, elevating the brand’s visual presence and expanding its client reach through the launch of integrated marketing channels including a blog, newsletters, and cohesive social media creative direction.
In partnership with the founder, I helped shape brand storytelling through creative non fiction coaching, supporting the development of authentic editorial content that reflects the salon’s values of individuality, mental health awareness, and inclusive self expression. This content strategy helped attract clientele aligned with the salon’s mission while strengthening brand identity and community engagement.
To build sustainable internal systems, I mentored the social media manager in content strategy, platform best practices, and scalable workflows for content planning, capture days, and scheduling. I also hosted a hands on workshop for the salon’s stylists, teaching lighting, photography, and creative content techniques to elevate their personal marketing while reinforcing visual consistency across the Queen of Swords brand.
Through creative leadership, education, and system development, the project established a strong foundation for long term marketing growth while empowering the internal team to confidently maintain high quality, brand aligned content across all channels.
Visit the Queen of Swords website for a more in depth look.
Website Redesign
I led and executed the full website redesign for Queen of Swords Salon, developing the creative direction, copywriting, SEO strategy, and user experience to strengthen brand storytelling and improve client conversion. The site reflects the salon’s focus on individuality, mental health awareness, and inclusive self expression.
I directed and produced most of the visual content, capturing supplemental photography alongside photographer Tess Mayer to expand and unify the brand’s visual language. I also structured site architecture and built marketing integrations including blog and newsletter platforms, resulting in a distinctive, editorial driven website that supports long term brand growth.
Queen of Swords Blog
I work closely with the founder of Queen of Swords to shape and refine the salon’s blog, helping her articulate the personal experiences that form the foundation of the brand. Through guided storytelling and editorial development, we craft narratives around mental health, trichotillomania, and her experience as a first generation immigrant.
The blog serves as the emotional core of Queen of Swords, adding depth and intention to every marketing initiative. By sharing honest, lived experiences, we create meaningful connection and attract clients who feel aligned with the salon’s values, perspective, and way of moving through the world.
Social Media Art Direction
I established and led the creative direction for Queen of Swords’ Instagram, guiding the brand toward a more editorial, story driven, and values aligned digital presence. I mentored the in house social media manager through one on one coaching, developing sustainable systems for content planning, capture days, and scheduling to ensure consistent, high quality output.
Through team workshops and stylist training focused on lighting, composition, and content capture, the social strategy elevated the brand’s visual identity while expanding audience engagement and strengthening client connection across both salon locations.
Photography
