hello Hello! Nice to meet you. I’m Traci Sally.
My creative journey started in Philadelphia, rooted in fine art, printmaking, and illustration. Today, I work from Southern California as an independent Creative Director and Designer for editorial, beauty, and lifestyle brands. I specialize in complete rebrands that feel personal, elevated, and deeply connected to your audience. After decades in the industry and working for myself since 2016, I know exactly how to blend big-picture strategy with bespoke visual storytelling.
the
work
creative & art director Americas Beauty Show Serves as the Lead Designer and Creative Director for America’s Beauty Show—the largest beauty event in the United States—for the past six years. Translates a deep, firsthand knowledge of the beauty world into high-impact visual leadership, conceptualizing the show's annual theme from initial moodboards to final execution. Directly shapes the creative process on-site behind the scenes at major photoshoots to capture stunning imagery. This overarching vision is translated into all final event visuals, which are seen by top industry leaders and celebrity stylists across the globe, while providing clear direction to cross-functional teams to maintain an elite brand standard.
social media & content creation Pannikin Coffee & Tea Transformed Pannikin’s online presence across both Southern California locations by taking complete ownership of social media strategy, daily management, and visual design. Developed a cohesive, community-focused aesthetic that honored the cafes' local heritage while elevating their digital brand. Beyond digital content, drove retail excitement and additional revenue through the design and launch of exclusive collaboration merchandise, successfully turning a beloved daily coffee ritual into an active lifestyle community.
brand identity Siren Song Siren Song was a coastal coffee shop brand that bridges nautical folklore with contemporary design. Inspired by the raw, textured beauty of antique linocut prints meets The Life Aquatic, the branding suite reimagines traditional maritime art through a clean, modern lens. Every touchpoint—from the bold, hand-carved aesthetic of the logos and packaging to the atmospheric interior styling—captures a sense of seaside mystery and warmth. The result is a cohesive, tactile visual identity that feels both deeply rooted in history and effortlessly sophisticated for today’s coffee culture.
brand identity Terra Firma Terra Firma is a natural skincare line rooted in the raw, restorative power of earth elements. The visual identity needed to translate the tactile warmth of the natural world into a cohesive brand suite featuring custom illustrative logos, versatile logomarks, and organic surface patterns. Grounded in a rich palette of terracotta, deep moss greens, and sun-baked clay, the packaging and design touchpoints feel both organic and refined. The result is a grounded, holistic aesthetic that honors raw materials while offering a clean, contemporary shelf presence.
editorial & illustration Brings years of versatile, commission-based illustration experience spanning editorial, fashion, book, logo, pattern, and spot illustration. This deep artistic background allows for a seamless blend of custom drawing and strategic design, injecting a unique, hand-crafted touch into brand identities. By combining fine art skills with modern design thinking, every project benefits from original imagery that sets the brand apart from competitors using generic stock graphics. It’s my first love!
brand identity Liquid Architecture Executed an emergency, rapid-turnaround brand overhaul for Liquid Architecture to successfully launch their new identity following a major partner separation. Spearheaded the complete rebirth of the pool and hardscape company by creating a fresh, comprehensive design system under tight deadlines. Delivered a full visual suite—including core logos, adaptable logo variants, color palettes, custom patterns, social media frameworks, and photographic art direction—empowering the business to pivot seamlessly and command a premium market presence from day one.
apparel design Local Beach Led the end-to-end product design lifecycle for Local Beach across all core categories, including hats, towels, and beachwear. Drove the brand's aesthetic direction by predicting seasonal trends and translating them into custom color concepts and original pattern designs. Took complete ownership of the process from initial creative sketch to final production, ensuring technical accuracy, seamless delivery to manufacturing, and a cohesive, trend-forward retail collection. I have also collaborated with other brands such as Leus, Feather 4 Arrow & local surf shops as well as creating apparel lines sold for trade events.
let’s talk! TRACI SALLY TRACISALLY79@GMAIL.COM TRACISALLYART 484.686.9480