Danielle Kasum

As the lead creative at FaceCake, I played a key role in shaping the long-term partnership between FaceCake and Anastasia Beverly Hills, one built on innovation, immersive experiences, and transformative beauty tech.

The relationship began when ABH approached us with a challenge: their existing app developers weren’t meeting expectations and couldn’t deliver the advanced technology they were aiming for. FaceCake stepped in to reimagine the experience from the ground up: stripping away the clutter, redesigning the UX/UI, and integrating our proprietary AI-driven Augmented Reality technology. The result was The Brow App, a groundbreaking app that delivered personalized brow analysis, AI-powered product recommendations, and a seamless AR Virtual Try-On, all anchored in Anastasia’s iconic Golden Ratio Shaping Method. The app quickly soared to the number one spot in the App Store and garnered media attention on it’s way, with features in Bazaar, ABC News, Allure, Glossy, Good Morning America, and more.

Building on that success, FaceCake and ABH partnered with Sephora to launch a global first: an in-ad Virtual Try-On experience powered by FaceCake’s AI and AR technology. This solution turned traditional digital ad units into instant, immersive shopping tools—allowing users to Try-On the cult-favorite Brow Wiz pencil without ever leaving the site they were browsing. The experience redefined ad engagement and introduced a new layer of data-driven consumer insight. (See: Adweek)

To close the loop on the omnichannel experience, FaceCake brought the Brow Try-On to life in-store. As a post-COVID solution to traditional makeup sampling, this AI-driven AR Virtual Try-On, contactless feature allowed customers to test looks safely and seamlessly within Sephora locations.

Anastasia Soare has always been a pioneer in her field, and true to form, she envisioned the next evolution expanding the Try-On experience from brows to a full face of makeup. FaceCake accepted the challenge and developed a multi-step AR product layering protocol, allowing users to receive real-time AI-driven analysis and recommendations for each product, then virtually apply them in sequence for a fully customized look.

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I led the creative direction during the development and execution of a cutting-edge AI/AR experience for Deka Lash, a project sparked by a unique challenge from founder Jennifer Blair during the height of COVID. With rolling salon closures and shifting safety protocols, Jennifer needed to elevate the customer experience while reducing time spent in the chair—a critical dilemma facing the beauty service industry at the time.

The solution: FaceCake’s AI-driven Augmented Reality platform, which enabled clients to virtually try on Deka Lash’s full range of lash extension styles before ever stepping foot in a studio. This innovative experience empowered customers to explore, compare, and confidently select the perfect lash look from any device, anywhere—enhancing satisfaction, streamlining in-studio services, and staying true to Jennifer’s vision of making lash extensions more accessible to everyday women.

The results spoke for themselves: the experience delivered record-breaking Try & Buy engagement, with users interacting across multiple styles and driving more conversions to booked appointments than ever before.

Check out the press: Business Wire , PR Newswire & Personal Care Insights

I collaborated closely with the Creative Director on this bold, research-driven pitch centered around representation in media and Hollywood. Following the development of two innovative campaign concepts, I directed the design and visual execution of these pitches, translating strategy into a high-impact creative.

Clif Bar represented a major new business opportunity for our agency, and I partnered closely with the Creative Director from start to finish, beginning with consumer research and focus groups through to platform strategy, concept development, and campaign execution. Our creative challenge was twofold: to tell the authentic story behind Clif Bar’s organic ingredients while staying true to its established spirit of outdoor adventure.

We landed on a powerful, unifying platform: What Are You Made Of? This idea became the foundation for a campaign that celebrated the real stories of Clif people: employees, farmers, and athletes alike. I led the visual direction across print and web executions, working to bring both the brand’s purpose and people to life with compelling, story-driven design. The campaign secured Clif Bar & Company as a client marking the beginning of a long, collaborative partnership.

PRO Inc. is developing a suite of intuitive apps designed to simplify daily life and boost productivity. Our philosophy is simple: stop sweating the small stuff. By taking everyday stressors off your plate, you’re free to focus on what really matters.

We’re starting with one of the biggest sources of daily distraction—social media.

In today’s world, social media is seamlessly woven into our routines. We share everything—our work, creativity, opinions, and personal moments—often without a second thought. The constant data stream is powerful, fueling innovation, connection, and progress. But with that power comes risk. In an era where screenshots are forever, a single typo or impulsive post can leave a lasting impact.

Our first app, B.F.F., is designed to help users navigate the fine line between expression and oversharing. This tool empowers people to take a moment of pause before posting—giving them a buffer between thought and action.

The slides to the left outline the user experience journey I led—from initial problem definition through wireframes and prototype. B.F.F. is currently in final development with the PRO Inc. team.

Explore the prototype here:http://invis.io/G9KX3JLNHEK

I had the opportunity to work closely with our Design Director on one of the agency’s flagship accounts: Nintendo. Over the course of several years, we built a strong creative partnership with the client, consistently challenging them to think beyond their traditional approach to content.

Together, we pushed the boundaries of their brand developing everything from viral videos and immersive websites to collectible cards and stand out print collateral. These projects reflect a sample of creative executions I brought to life, all designed to keep Nintendo culturally relevant, visually engaging, and creatively unexpected.

Keyshawn Johnson’s sports management agency was ready for a complete brand refresh. Although they had built a strong roster of top-tier NFL and NBA talent, their outdated visual identity and strategic platform no longer reflected the caliber of their clients—or the demands of a competitive market. It was time to evolve the brand to engage a new generation of athletes while honoring the legacy of those already on the roster.

Branding is one of my favorite types of work. A well-crafted logo holds incredible power, it distills a brand’s name, tone, and personality into a single mark, often with little or no context. Through in-depth research and exploration, I identified the white space the brand could occupy, giving it room to grow and appeal to new demographics while still resonating with current clients.

Grounded in research and competitive analysis, I worked closely with Keyshawn to bring his vision for the future of First Picks Sports to life. Here’s a behind-the-scenes look at the design evolution and revision process.

When Tobacco Free CA became our client at Golin, I was given lead on the account. We were tasked with coming up with a brand identity: content buckets, brand voice, and a uniform visual representation for their brand. Once this was developed, we then created a content plan and went into execution. These images are just few of several posts I created that currently live on their social accounts. Most of these are created from several pieces of stock photography crafted to feel as an original image. After creating this clear brand identity the client saw social media engagement and following increase dramatically.

CHECK OUT THE 360 YEAR CAMPAIGN PLANNING: HERE

Apollo is a personal cloud storage system developed by Promise Technologies. I helped create a social media launch series designed to introduce the brand and showcase the product’s function, value, and ease of use. Through lifestyle-driven visuals, we told a relatable story demonstrating how, when, where, and why Apollo fits seamlessly into everyday, tech-driven life. The content resonated with their audience and performed strongly across platforms, effectively bringing the product’s benefits to life.

The challenge I tackled for Ste. Michelle Wine Estates was developing unique brand identities for each of their individual wine labels. To achieve this, I crafted distinct brand voices, built tailored content strategies, hired photographers, art directed the shoots, and oversaw all post-production editing. Each element was designed to reflect the personality and positioning of the specific wine. Here are a few of the highlights from that work.

I produced the Holiday lifestyle social media posts for Toyota this past season. I took this project from idea to execution. For this, I met with the digital team at my agency (Toyota's social media is handled by multiple agencies), developed a theme and strategy for the Holiday series. Then I planned locations, photographed the shoot, and completed the post work. The response on social was outstanding and Toyota granted us more content opportunities because of it. Besides social, over the years at Golin I have been responsible for creating all kinds of internal and external content for Toyota. Here are a few samples that I can share.

In my work with Sands Cares, I helped the corporation raise awareness around its partnerships with nonprofits, many supporting causes that are deeply meaningful to me. I developed strategic platforms that highlighted both the individuals in need and the people working to support them, aiming to shine a light on critical issues that often go unnoticed. I brought these stories to life through compelling, human-centered visual design that drove engagement and emotional connection.

Appsnminded was a women-led company focused on creating clean, engaging content for young girls. During my time there, I planned, managed, and developed a range of creative work including apps, advertisements, and sizzle reels. It was an incredible opportunity to support female youth focused nonprofits through highly targeted, purpose driven advertising, helping amplify their missions in meaningful and effective ways.

As an artist I feel its important to continue creating outside the office. Whether it is getting my hands dirty in clay, using charcoal to outline the wonderful human figure or imagine a world deep under the sea. All of these pieces reflect something personal. Here are few samples of personal works created in a number of different media. The latest, first in a series of four, is a self portrait in which I highlight learning to snowboard at thirty and fully crossing my first new experience on my list of thirty things to learn in my thirties. 

This is 360 social campaign with event activation developed for Paul Mitchell around the launch of their new line Neon. Be Neon is a mantra that embraces the idea to be the brightest version of yourself. Let the real you and your passions shine through.

Here are some additional web design samples for your consideration.