Project Snapshot

Client: Kirk’s Soap

Project Type: Brand Campaign / Art Direction

Scope: Creative direction, brand stewardship, agency collaboration, design execution for digital and e-commerce

Expertise: Art direction, brand management, cross-functional collaboration, campaign adaptation (social, DTC, Amazon)

Kirk’s has been making simple, hardworking soap since 1839. In 2025, the brand set out to reach a new generation with a bold campaign: Soap for Modern Times. We partnered with Raindrop Agency to guide the creative direction, ensuring the campaign stayed true to Kirk’s heritage while resonating with today’s consumer. From early concept reviews through the on-site shoot in San Diego, I represented the brand’s vision, balancing fresh storytelling with authentic Kirk’s values.

What We Needed

Kirk’s wanted to expand awareness beyond loyal fans and connect with a younger audience. We needed a modern campaign that could live across digital, social, and retail — without losing the brand’s core identity.

Approach

I collaborated with Raindrop Agency on the big-picture storytelling — reviewing scripts, concepts, and visuals to ensure they matched Kirk’s brand DNA. On-site in San Diego, I supported production for the PTOF video, ensuring authenticity at every step.

Once the campaign toolkit was delivered, I adapted the creative direction into brand-owned assets across digital platforms. This included designing supporting graphics for Kirk’s social channels, the DTC website, and Amazon’s homepage and product listings. My role bridged agency creative and day-to-day brand execution, keeping everything cohesive from hero campaign to final touchpoint.

Outcome

The Soap for Modern Times campaign delivered Kirk’s biggest brand moment, spanning paid media, organic social, DTC, and retail. By extending Raindrop’s creative into additional formats, I helped the campaign reach new audiences wherever they encountered Kirk’s — whether scrolling social, browsing Amazon, or shopping on our website. The result was a campaign that not only looked polished but felt consistent and true to the Kirk’s voice across every channel.

Photography & Videography Credits: Raindrop Agency

An advertisement for Kirk's Castile Bar Soap, showcasing different scents and benefits. It highlights the soap's features such as being made with vegetable-based ingredients, cruelty-free, made in the USA, and environmentally friendly. The ad displays multiple soap varieties, emphasizing new scents and the soap's gentle, clean, and transparent qualities. Certification icons and a display of the soap packaging are also included.
A bar of Kirk's soap with soap bubbles on a hand. Text on the image indicates the soap is gentle, dermatologist tested, safe for sensitive skin, and clinically tested.
Advertisement for Kirk's soap products with discounts from June 9 to 13, offering $5 off $25, $10 off $50, and $20 off $100 or more, available only on kirksoap.com.
A webpage display showcasing Kirk's soap and skincare products, with sections on hand wash, bar soap, and a comparison of simple versus complicated skincare routines.
Social media post background with a light blue color, featuring a line drawing of a table with a carved lion's paw and a statue of the Christ the Redeemer in the background. In front, there is a bar of Kirk's soap and its packaging, which is a white box with black and green accents. The text on the image says, "The best things in life keep it simple," with red arrows pointing to the words "keep it simple."
A person lathers soap with soap suds on their hand, holding a bar of soap labeled "Kirk's". The soap leaves skin soft and healthy, as described in the text. The background is blue, and there are icons for heart, chat, and refresh at the bottom.
Product advertisement for Kirk's 3-in-1 nourishing cleanser, body wash, shampoo, bubble bath, and moisturizer, highlighting natural ingredients, new scents, and product features.
A person holding a bar of Kirk's soap with a promotional message that it is free from certain chemicals, listed as phthalates, sulfates, parabens, EDTA, gluten, artificial colors, and artificial fragrance.
Advertisement for Kirk's gentle nourishing cleanser with lavender and vanilla, suitable for sensitive skin, featuring a person dispensing the product onto their hand from a white bottle with purple accents.

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