Versed – CATE WHITE

Versed is clean, accessible skincare.

ROLE
Founding Creative Director

SCOPE
Brand Strategy · Visual Identity · Packaging · Art Direction · Campaigns · Content

As the brand's founding Creative Director, I led the development of Versed from its earliest stages through launch—defining the visual identity and building the creative world around it.

The ambition was to create a skincare brand that felt fresh, intelligent, and culturally relevant: elevated enough to stand alongside prestige beauty, yet approachable enough to feel genuinely accessible. Every expression of the brand needed to work toward that balance.

I established the creative foundation for Versed across identity, packaging, art direction, photography, campaigns, content, and retail—creating a cohesive visual language designed to be both immediately recognizable and flexible enough to grow with the brand.

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VIDEO: TAYLOR RAINBOLT
MODEL PHOTO: BENJAMIN VNUK, TANN PRODUCTIONS, HELEN STEED

A brand world, built from the ground up

From the beginning, Versed was conceived as more than a product line. The creative challenge was to build a complete and ownable world—one with a distinct point of view and the flexibility to evolve across products, platforms, and markets.

I developed the visual systems and creative principles that shaped how the brand looked, felt, and showed up in the world.

The result was a visual identity defined by optimism, clarity, and confidence: refined without being precious, modern without feeling cold, and aspirational without losing its sense of accessibility.

Brand Guide

Packaging

Versed has a minimalist approach to packaging design. It should be covetable but simple and chic with a mass appeal.

I led the creative development of the packaging system from launch onward, overseeing the design of more than 50 products across the Versed line.

The goal was to create packaging that could feel distinctive and covetable at shelf while remaining clear, intuitive, and accessible. Every element—from color and typography to materials and product architecture—was considered as part of a larger system.

Working closely with cross-functional partners from early product development through production, I helped translate the brand's creative point of view into a physical experience designed to scale.

PHOTO: JON PATTERSON

PHOTO: YANA SHEPT

The Headband

Almost synonymous with GRWM (or GURWM) videos covering social, the headband was developed by myself and brand director, Deven Hopp, as a piece of brand swag for launch. The unique shape, terry cloth fabric and chic colors were perfect for skincare routines and highly recognizable for shooting content with. They resonated with not only Versed constumers but with beauty and skincare aficionados all over the internet becaming a highly coveted item.

Art Direction

I established Versed's art direction and visual language, shaping how the brand represented beauty, skin, and the people who use its products.

The imagery was designed to feel optimistic, expressive, and human—elevated without excessive artifice. Rather than presenting a polished version of perfection, the creative world made space for individuality, personality, and real skin.

This approach became a defining part of the brand: aspirational, but never out of reach.