"On Her Terms" campaign concept
Editorial shoot direction
PR mailer + physical activation design
Campaign storytelling + messaging
Social-first visual execution
Highlights:
Visual direction & campaign assets
Creative concept development
Editorial photography direction
PR gifting + launch assets
Social campaign visuals
PROJECT scope:
X CLOSE
Target Audience:
Women 25–45 drawn to minimal, intentional beauty routines that prioritize function, clarity, and quality over trends.
Positioning:
A refined, editorial beauty brand grounded in everyday confidence rituals—where restraint meets emotional depth.
Audience + Positioning:
THE CONCEPT:
“On Her Terms” was created to shift the conversation around beauty. Most brands focus on transformation—selling confidence as something you apply or become. MONNA sees it differently.
This campaign centers on presence. It’s about the quiet power that comes from showing up for yourself in small, intentional ways. Makeup isn’t about changing who you are—it’s a tool to reconnect with yourself.
We focused on routines that feel supportive, not performative. Simple moments that bring calm, clarity, and control. The campaign gives women space to define beauty by how it makes them feel—not how it makes them look.
Visually, the direction pulls from understated editorials: soft lighting, minimal styling, and close, personal framing. Every element is meant to feel lived-in—not curated.
MOODBOARD
Activation Strategy:
PR: The Briefcase Drop
Inside the Case:
Strategic Intent Behind the PR Drop
This PR experience was designed to mirror the campaign’s core message: reclaiming presence, power, and professionalism on your own terms. Every part of the drop supports that narrative—not just visually, but emotionally and conceptually.
The briefcase itself evokes structure and authority, but what’s inside challenges the expected. It’s a contrast of discipline and disruption—ritual and rebellion. By fusing campaign materials with corporate symbolism, the goal is to let recipients step into the role of the MONNA woman: confident, intentional, and completely in control.
Strategic Intent
MONNA Zine — 8-page editorial insert capturing the campaign story, visual mood, and core product lineup.
Full-Size Product Set — The Core Edit: Lip Veil, Skin Tint, Finishing Balm.
Confidential Envelope — Contains faux legal contracts themed around reclaiming personal power.
Gold MONNA Pen — A minimal gold metal pen engraved with:
“On Her Terms — [Recipient’s Name]”
Clause Cards — A set of sleek, business-card-sized prints, each featuring a short, sharp affirmation — aka “clauses” — that reflect the brand’s messaging.
Desk Nameplate — Blushed pink acrylic nameplate in either Old Rose or Garnet, finished with a minimal, matte surface.
– Numbered oxblood red briefcases
– Personal check-in code
– Cinematic locker wall setup
– Take-home product case
Key Elements:
Build Anticipation, Create Shareable Moments, Reinforce Launch Date
Purpose:
Timed Unlock Experience
Interaction Type:
The Briefcase Locker Wall was designed as the first interaction guests encounter at The Terms Lounge. Upon check-in, each guest receives a unique code discreetly tied to the campaign’s launch date. They’re directed to a cinematic locker wall lined with oxblood-red briefcases—numbered and secured with gold locks. When their code unlocks, guests open their assigned case and take it with them.
Inside the Experience:
– Custom nameplate engraving
– Choice of dusty rose-toned acrylics
– Signature MONNA messaging
– Live on-site etching station
– Take-home desk accessory
Key Elements:
Hands-on personalization, create a physical reminder of identity, merge branding with tangible takeaway
Purpose:
Personalized Desk Accessory Creation
Interaction Type:
At this station, guests co-create their own desk-style nameplate using one of three dusty rose-toned acrylics from the MONNA palette. Each piece is engraved live on-site with their chosen name or phrase on one side and the campaign line on the other. The nameplates are sleek, weighted, and designed to feel personal.
Inside the Experience:
– Custom nameplate engraving
– Choice of dusty rose-toned acrylics
– Signature MONNA messaging
– Live on-site etching station
– Take-home desk accessory
Key Elements:
Hands-on personalization, create a physical reminder of identity, merge branding with tangible takeaway
Purpose:
Personalized Desk Accessory Creation
Interaction Type:
At this station, guests co-create their own desk-style nameplate using one of three dusty rose-toned acrylics from the MONNA palette. Each piece is engraved live on-site with their chosen name or phrase on one side and the campaign line on the other. The nameplates are sleek, weighted, and designed to feel personal.
Inside the Experience:
– Curated audio messages from the founder
– Vintage phone booth installation
– Signature hotline card takeaway
– Mood lighting + sound insulation
– Corded handset & branded receiver plate
Key Elements:
Private brand messaging, immersive pause, memorable takeaway.
Purpose:
Private audio interaction via phone booth
Interaction Type:
Guests step into a custom call booth and dial into a series of rotating voice messages recorded by MONNA’s founder. Each message delivers a direct, confident reminder—quick-hit affirmations meant to interrupt doubt and reinforce presence. The experience is quiet, personal, and intentionally short—designed to reset your mindset before stepping back into the room.
Inside the Experience:
– Curated audio messages from the founder
– Vintage phone booth installation
– Signature hotline card takeaway
– Mood lighting + sound insulation
– Corded handset & branded receiver plate
Key Elements:
Private brand messaging, immersive pause, memorable takeaway.
Purpose:
Private audio interaction via phone booth
Interaction Type:
Guests step into a custom call booth and dial into a series of rotating voice messages recorded by MONNA’s founder. Each message delivers a direct, confident reminder—quick-hit affirmations meant to interrupt doubt and reinforce presence. The experience is quiet, personal, and intentionally short—designed to reset your mindset before stepping back into the room.
Inside the Experience:
- On-site application by MONNA artists
- Shade matching for tint + blush
- Full-size product takeaway
- Mirror cards for selfies
Key Elements:
Hands-on intro to MONNA’s skin tint and blush.
Purpose:
Pro makeup session
Interaction Type:
Guests receive a personalized makeup session with a MONNA artist, including shade-matching for the Skin Tint and Blush, followed by on-the-spot application. After confirming their match, they’re given full-size products to take home. Once complete, they head to the MONNA photo booth for branded headshots—captured in a clean, consistent style for digital use or social sharing.
Inside the Experience:
- On-site application by MONNA artists
- Shade matching for tint + blush
- Full-size product takeaway
- Mirror cards for selfies
Key Elements:
Hands-on intro to MONNA’s skin tint and blush.
Purpose:
Pro makeup session
Interaction Type:
Guests receive a personalized makeup session with a MONNA artist, including shade-matching for the Skin Tint and Blush, followed by on-the-spot application. After confirming their match, they’re given full-size products to take home. Once complete, they head to the MONNA photo booth for branded headshots—captured in a clean, consistent style for digital use or social sharing.
Inside the Experience:
One selected winner receives:
• Full office makeover styled by MONNA
• Weighted nameplate in launch-exclusive tones
• MONNA signature planner + brass pen set
• Desk mirror with engraved branding
• Limited edition ‘On Her Terms’ sticky notes
• Glass desktop organizer
• Scented candle for workspace ambiance
• MONNA skin tint and blush in personalized shades
One selected winner receives:
• A paid day off (cash equivalent)
• Luxury car pickup with printed itinerary
• Private facial or skin treatment
• MONNA professional makeup session
• Power lunch
• Custom wardrobe styling session
• Executive portrait photoshoot
• Personalized MONNA desk set
• Digital feature in MONNA Archives
• $500 MONNA credit
→ Save the giveaway post
→ Tag two friends who embody the "On Her Terms" mindset
→ Click the link in bio to enter via a branded form
→ Personalize your entry by selecting your dream "Executive Day Off"
→ Submit to confirm
