WHIND
Body Collection
whind was founded by Hind Sebti on a clear philosophy: that skincare had become too cold, too clinical, and had lost its joy. Drawing on her Moroccan heritage and two decades of beauty industry expertise, the brand sits at the intersection of high-performance science and genuine sensoriality - luminous textures, evocative scent, and the warmth of golden hour distilled into product.
For SS24, the brand expanded its body collection with three new launches. Working directly with the founder, I was responsible for defining and delivering a refreshed brand look and feel - leading the full creative
scope from packaging through to campaign, bringing a new visual energy to the identity while staying faithful to the sensorial world the brand had built.
I led the project end-to-end: consulting on componentry, developing packaging artwork for both primary and secondary, concepting and art directing the model shoot, still life photography and video, and overseeing post-production in close collaboration with the founder and photographer. Final assets rolled out across D2C, social, newsletters, print and retail partners.
CREATIVE DIRECTION & CONCEPT • ART DIRECTION • PACKAGING DESIGN •
CREATIVE DIRECTION & BRAND TRANSFORMATION • ART DIRECTION • 360° CAMPAIGN • PAID MEDIA STRATEGY •
WHIND
whind was founded by Hind Sebti on a clear philosophy: that skincare had become too cold, too clinical, and had lost its joy. Drawing on her Moroccan heritage and two decades of beauty industry expertise, the brand sits at the intersection of high-performance science and genuine sensoriality - luminous textures, evocative scent, and the warmth of golden hour distilled into product.
For SS24, the brand expanded its body collection with three new launches. Working directly with the founder, I was responsible for defining and delivering a refreshed brand look and feel - leading the full creative scope from packaging through to campaign, bringing a new visual energy to the identity while staying faithful to the sensorial world the brand had built.
I led the project end-to-end: consulting on componentry, developing packaging artwork for both primary and secondary, concepting and art directing the model shoot, still life photography and video, and overseeing post-production in close collaboration with the founder and photographer. Final assets rolled out across D2C, social, newsletters, print and retail partners.
Body Collection
"A luxury beauty brand, whind is inspired by the sensorial rituals and golden hour glow of Morocco. "
CREDITS
Photography, Videography, Production: Jon Cottam & Pentonville Studios
Prop Stylist: Amy Neeson
Wardrobe & On Set Stylists: Amy Maloney, Nyle Amin
HMU: Charlotte Bella Kraftman
Still Life Stylist: Paulina Piipponen
Models: Sachi Patel, Lygia Cerski, Bethany Lydia
"A luxury beauty brand, whind is inspired by the sensorial rituals and golden hour glow of Morocco. "
CREDITS
Photography, Videography, Production: Jon Cottam & Pentonville Studios
Prop Stylist: Amy Neeson
Wardrobe & On Set Stylists: Amy Maloney, Nyle Amin
HMU: Charlotte Bella Kraftman
Still Life Stylist: Paulina Piipponen
Models: Sachi Patel, Lygia Cerski, Bethany Lydia
PACKAGING DESIGN
The project began at concept stage - an opportunity to manage the creative from the ground up. In the early stages I consulted on componentry design, before developing the full artwork for both primary and secondary packaging, setting the visual language that the campaign would carry forward.
ART DIRECTION
A key part of the brief was defining and delivering a refreshed brand look and feel - using the campaign as the vehicle to evolve the visual identity while staying true to the sensorial world whind had built. I developed the concept for both the model and still life shoots, art directing on-site across stills and video, before continuing into post-production - collaborating closely with the founder and photographer on video edits and stills retouching through to final delivery.
CAMPAIGN ASSET DEVELOPMENT
With assets signed off, my team adapted and rolled out the full suite across D2C, social, newsletters, print collateral and retail partners.
