Overview
As a designer at KISS Products, I led the redesign of Vivace's social media assets around a Y2K aesthetic, to grow the brand's appeal among young Black and Latina audiences. Vivace, a KISS subsidiary offering wigs, weaves, braids, and hairpieces, had a social presence that wasn't engaging its target audience; the existing content lacked the vibrancy and cultural resonance to captivate this demographic.
The Constraint
Vivace's social visuals weren't connecting with the very people the brand exists for, young Black and Latina women. The content read as generic, missing both the visual energy and the cultural specificity that make a beauty brand feel like yours. And whatever the fix, it had to hold up consistently across a high volume of posts.
The Approach, research first
I analyzed current social trends and the target audience's preferences. The key insight: the early 2000s Y2K aesthetic, bold color, metallics, futuristic elements, was resurging among young consumers, and it mapped naturally onto the brand's expressive, high-shine product world. That set three objectives: enhance visual appeal (Y2K design language), build cultural resonance (visuals reflecting the identities of young Black and Latina women), and increase engagement (follower growth + interaction).
My Role
I led the project from concept to final delivery. This included campaign concept and narrative strategy, full storyboard and shot planning, visual direction and on set creative decisions, model casting and coordination, video editing and motion enhanced typography, social cut-down strategy for TikTok and X, and platform aware storytelling from hook to click-through.
This was not just video production. It was designing an ad experience.
The Craft
Over three months I designed 33 social posts as a single system, not a series of one-offs:
Y2K design elements: bold saturated color, chrome/metallic textures, futuristic type.
Culturally relevant imagery: visuals that speak to the target audience's identity, not a generic beauty look.
Consistent branding: new visual energy introduced without breaking brand recognition across the feed. Treating type, texture, and composition as repeatable rules kept 33 posts coherent while still feeling fresh post to post.
Results
33 posts over three months.
+49% Instagram followers: the account grew from ~19K to 28.3K over the redesign period.
Expanded reach into the core demographic: meaningfully engaged young Black and Latina women.
Higher engagement: a marked rise in interaction rates alongside the follower growth.
Reflection
Culturally resonant design isn't decoration, it's what makes a brand legible to the people it's for. Aligning the visual language with the audience's own aesthetic is what grew both engagement and reach.
