Color and Deco Process
Moodboard and Mockups
I led the packaging, image direction, CGI direction and design direction for Saie’s newest innovation, CitySet™ Setting Spray—a fast-to-market launch that began in January 2025 for a December 2025 release. My role spanned early-stage research and development through launch execution, including competitive landscape analysis, ideation, and primary-component exploration and rendering.
Once the primary component was selected, I defined the visual and conceptual framework for this new addition to the Saie collection. This included creative concepting, mood boarding, image research, and overall design direction—establishing a cohesive look and feel that balanced performance, modernity, and Saie’s clean ethos. With the direction solidified, I extended these core elements across visual merchandising, out-of-home placements, and experiential moments for launch.
The idea for CitySet originated with Saie Founder, Laney Crowell, during a walk from the Saie office in Tribeca to Madison Square Garden for a Knicks game. The experience sparked an opportunity to create the first fully clean, non-aerosol setting spray with 16-hour wear—designed to support long, city-paced days. The name CitySet became the creative catalyst, informing the campaign’s visual language, graphic system, and out-of-home executions. (2025–2026)
Responsibility:
└ Design Direction
└ Packaging Design
└ Image Research
└ Campaign
└ Visual Merchandising
Saie Team:
└ Erin Starkweather
└ Michael Irwin
└ Abigial Wallhauser
└ Lauren Laugian
└ Mia Grunberg
└ Gloria Zingles