It’s Women’s History Month, and we are sharing how businesses are crafting and curating thoughtful, creative with women in mind. Creative direction is often seen as the realm of logos, colors, and campaign visuals — the outward face of a business. But when done right, great creative direction goes far deeper, creating a ripple effect that touches every part of an organization. It shapes how a company communicates, how customers connect with the brand, and even how employees feel about the work they do.
Take Topicals, for example. Founded by Olamide Olowe in 2020, this woman-owned skincare brand set out to transform how we talk about and treat chronic skin conditions. From the start, Topicals’ creative direction has been central to its success — and the impact of those strategic creative choices continues to resonate far beyond its marketing.
A Bold, Authentic Brand Identity
One of the most striking aspects of Topicals’ creative direction is its vibrant, disruptive approach. Every visual element — from the colorful, playful packaging to the real, unretouched skin featured in their campaigns — reflects the brand’s mission to make skincare fun, accessible, and stigma-free. This consistency in creative identity has made Topicals instantly recognizable and deeply relatable to its audience. But the impact doesn’t stop at marketing. The brand’s fresh, unapologetic voice and bold aesthetics inspire confidence and self-acceptance, resonating with customers who feel seen and celebrated. This emotional connection fosters loyalty and turns buyers into brand advocates.
Shaping the Customer Experience
Creative direction also plays a crucial role in shaping the customer experience. At Topicals, everything from the website’s design to the product descriptions reflects the brand’s personality. The user-friendly, colorful, and empowering shopping experience feels like an extension of the brand itself, making every interaction feel thoughtful and aligned. By prioritizing creative consistency, Topicals ensures that customers aren’t just buying skincare — they’re buying into a movement. This alignment between visual identity and brand values strengthens trust and deepens the customer relationship.
Photo Credit: Brand Insider
Driving Long-Term Business Growth
The ripple effect of great creative direction ultimately shows up in business performance. By building a brand that’s authentic, consistent, and mission-driven, Topicals has carved out a distinctive space in a competitive industry. The trust and loyalty they’ve cultivated through thoughtful creative choices translate into repeat business, word-of-mouth growth, and increased market share.
The Takeaway
Great creative direction is more than aesthetics — it’s a strategic tool that shapes perception, culture, and growth. Topicals’ success is a testament to the power of aligning creative choices with a brand’s mission and values, creating a ripple effect that touches every corner of the business.
For businesses looking to make a lasting impact, investing in thoughtful, strategic, creative direction isn’t just a marketing move — it’s a growth strategy. To see how The L3 Agency helps brands create this kind of impact, visit our website to view our work, tune into the Black Businesses Matter podcast and hear more about Latrina’s journey and download the latest edition of the BBM mag.