.png)
Brand Identity Development
Graphic Design & Visual Direction
AI Image Generation & Art Direction
Social Media Content Strategy
Profile Optimization
Logo Design
Concept-to-Execution Project Management
SKILLS DEMONSTRATED
Brand Development
Developed the full brand identity from concept to execution — including name, logo, color palette, typography, and visual direction
Established a cohesive aesthetic that balances softness and sophistication, tailored to the modern beauty consumer
AI-Assisted Image Creation
Utilized AI tools to generate high-quality, on-brand product and lifestyle imagery
Art directed every image to maintain visual consistency across the entire brand
Content Creation & Design
Designed a full suite of social media assets including:
Feed Posts — editorial-style graphics optimized for Instagram grid aesthetics
Stories — branded story templates with consistent visual language
Cover Photos — hero images for profile and social banners
Logo Design — clean, minimal mark that works across all placements
Created content concepts and visual mock-ups ready for a real-world launch
I created SoftEra Beauty as a self-directed concept project to showcase how I would build and manage a full social media presence for a client in the beauty industry. This project highlights my ability to develop cohesive branding, design scroll-stopping content, and build a polished, professional feed from scratch — without a client brief or existing assets to work from.
MY ROLE
SoftEra Beauty is a concept brand I built from the ground up as a portfolio piece to demonstrate my ability to develop a complete social media and visual identity for a beauty brand.
Every element — from the branding and logo to the AI-generated imagery and content strategy — was created by me.
ABOUT THE PROJECT
Social Media & Marketing Specialist
SOFTERA BEAUTY
Beauty brands live and die by their aesthetic.
I build full brand identities from the ground up including strategy, content, visuals, and voice, all designed to stop the scroll and connect with the audiences that matter most.
BEAUTY & LIFESTYLE
.png)
Brand Analysis & Visual Identity Matching
Graphic Design for Local Service Businesses
Social Media Content Strategy
Promotional & Direct-Response Content Design
Local Market Research & Audience Targeting
Self-Directed Creative Initiative
SKILLS DEMONSTRATED
Brand & Audience Research
Analyzed Cloud 9 Party Spa's existing social media presence, content style, and brand aesthetic
Researched the local market to understand what types of content would resonate with parents in the Sykesville and surrounding areas
Identified opportunities to improve content variety, visual appeal, and call-to-action strategy
Graphic Design & Content Creation
Designed a promotional services graphic highlighting Cloud 9's full offering — spa packages, party packages, sleepover experiences, open play, and their 60-mile travel radius — with a clear "Contact Us" call to action
Created a package-specific promotional post for the "Sunshine Package" featuring pricing, inclusions (Princess Glam, Spa Treatments, Karaoke & Dancing, Refreshments), and a comment-to-RSVP engagement hook
Matched the brand's playful, pink, glam-forward aesthetic while improving visual hierarchy and readability
Designed content formatted for both feed posts and story placements
Content Strategy
Developed content examples that balance brand awareness (services overview) with direct-response marketing (package promotions with clear CTAs)
Incorporated engagement-driving tactics like "Comment 'SUNSHINE' to RSVP" to boost algorithm visibility and generate inbound leads directly from social posts
Cloud 9 Party Spa is a kids' party spa based out of Sykesville, Pennsylvania, offering glam-themed spa packages, princess parties, sleepover experiences, and open play events for children. They travel up to 60 miles, bringing the full spa party experience directly to their clients, making birthdays and special occasions magical for little ones across the region.
When an opportunity opened up to become the Social Media Manager for Cloud 9 Party Spa, I went all in. I conducted a deep dive into their existing content, studied their audience, analyzed what was resonating in our local market, and created a set of ready-to-post content examples designed to drive bookings and engagement in our area.Every graphic, every layout, and every design choice was made with their brand, their audience, and their business goals in mind.