Jaclyn Basile - Trinny London Brand Evolution

Trinny London Brand Evolution

Overview

When I joined Trinny London in late 2020, the brand was in the midst of rapid growth and transformation. My role as Junior Art Director evolved alongside this momentum - shaping the creative identity across product launches, campaigns, and social storytelling.

Over two years, I helped guide the visual direction for key launches including Re-Balance, Lash2Lash, BFF De-Stress, and the BFF SPF relaunch, as well as multiple extensions of Eye2Eye, Lip2Cheek, and LipGlow. I also contributed to the early development of the brand’s first skincare range, a significant expansion into a new category.

Collaborating closely with design, video, and content teams, I developed creative concepts, produced moodboards and storyboards for executive review, and oversaw asset production across digital channels. My responsibilities included creative direction on shoots, casting, post-production, and ensuring the brand’s evolving aesthetic remained cohesive across every touchpoint.

Throughout this period of change, Trinny London’s guiding principle remained constant - joyful, confidence-driven beauty for all ages. My work focused on translating that message into imagery and campaigns that felt authentic, energetic, and inclusive.

Model Campaigns