For OPI's launch of press-on nails, we were tasked to inspire instant self expression in an already saturated market full of press-ons. The franchise name and campaign messaging is tongue-in-cheek–xPRESS/ON plays up self-expression and speaks directly to what the product does.

I led the conceptual development of the overarching campaign message, concepted the franchise name, tagline, packaging copy, and look names.