portfolio
olivia sparacino — creative direction · social strategy · content
about me
I'm a creative director and social strategist who has built brand presence from every angle: creator-side alongside Prada, Valentino and Armani Beauty, inside agencies leading campaigns, and as a founder building West End Collective from the ground up.
Right now I run social for re-nū Smart Beauty alongside my West End Collective clients. I don't just make content look good. I figure out what a brand needs to say, who it's saying it to, and how to make people stop scrolling.
iMessage · today
so who are you?
A digital creative/ stratagist building brands social presence through conent, marketing, and so much more!
what do you do now?
Social media manager for re-nū Smart Beauty, and founder of West End Collective.
background?
B.S. in Fashion Media from LIM College, plus agency work at 212 Social and Society18.
Delivered
case files
Click a folder to open the file. Every project starts with the same question: what does this brand need to say, and who needs to hear it?
re-nū Smart Beauty
role → social media manager & content strategist
THE BRIEFA smart beauty brand with real technology behind it, in a category full of noise. The job was to make LED and red light therapy feel approachable, credible and genuinely desirable, and to get it into the hands of creators people already trust.
WHAT I DOI run re-nū's social end to end: educational carousels that break down LED and red light therapy, evergreen creator demo videos, seasonal routines, retail launch announcements for Ulta Beauty and CVS, and search-optimized copy for Instagram Reels, TikTok and Pinterest. Behind the feed, I lead creator outreach from the brand's affiliate account, seeding the Smart LED Recovery Patches with UGC and TikTok creators, and support paid social on Meta.
Jamie Anne Aesthetics
role → brand identity, visual strategy & social content
THE BRIEFReal clinical expertise and a loyal client base, but a feed that didn't reflect the warmth, wellness philosophy or luxury-adjacent positioning of the work. The feed needed to feel as elevated as walking into her treatment room.
THE DIRECTIONA visual strategy rooted in an earthy palette of olive, taupe and linen, with editorial compositions, intentional white space, and copy that bridges medical credibility with lifestyle appeal. Includes a full brand guide: logo, brand mark, type and color.
THE RESULTA cohesive feed that began converting followers into clients.
Hair by Gracie Studio
role → content system & feed design
THE BRIEFLived-in color, layered cuts and blonding worth showing off, but a feed that wasn't attracting or converting new clients. It needed to feel as warm as her chair and work as a clear service menu.
THE DIRECTIONA scrapbook-editorial hybrid: warm cream and tan, collage layouts, corkboard textures and a handwritten-meets-serif type system. Every post had a job: introduce Grace, break down services, show client results or capture reviews.
THE RESULTA feed that communicates. A first-time visitor knows who she is, what she specializes in and why to book.
212 Social
role → social media coordinator, agency feed repositioning
THE BRIEFAn agency whose own feed was an afterthought: inconsistent, undifferentiated, and not reflective of the work it delivered for clients.
THE DIRECTIONI treated it as a positioning problem first. A sharp monochrome editorial look, bold type, high-contrast imagery, and a content mix balancing authority with approachability, every post speaking to brands shopping for an agency partner.
THE RESULTThe feed became a sales tool.
Highlights as a service menu
Monochrome editorial grid
Type-led posts with authority
Written for brands shopping for an agency
THE FOUNDER FILE
building West End Collective
A New York creative collective of social media services, digital products and printed goods for small businesses and emerging brands. I built every piece of it myself, and it's now home to all of my freelance work.
PHASES
the look
I named it, then designed the whole identity: a stacked WEC monogram, a script wordmark, a serif type pairing, and a palette of deep brown, blush and cream. The signature detail is a set of embroidered patches, each one mapped to a service, so the brand reads handmade and a little playful in a sea of minimal beige.
values → impact · intention · innovate
the storefront
westendcollective.co runs on Shopify's Atelier theme, and I designed and built every page myself, writing custom Liquid sections wherever the theme ran out. One site does three jobs: it's my services menu, my shop and my portfolio.
visit westendcollective.co ↗the monthly drop
A digital product line of curated Canva templates, brand kits and content planning tools, with niche collections for lash and beauty pros, skincare brands and coffee shops. No subscription, just a fresh drop each month, sold on Shopify and Etsy and built from a master Canva file system so every release scales.
the back office
The part nobody sees, and the reason the work runs smoothly. I built the operating system for the business before I took on clients through it.
tease, then build
With no audience and no budget, every post had to earn its place. I wrote a pre-launch arc that created curiosity before there was anything to buy: editorial, type-led posts that felt more luxury brand than startup. The goal was to establish taste and authority first, so the audience was already bought in on launch day. Pinterest boards, a pin cadence and Meta ads came next.
something's coming
the founder story
services & the first drop
website launch
how i work today
West End Collective is the home for all of my freelance work. Every client comes in through the same system, on one of three tiers, so the work is consistent whether it's a single brand refresh or a fully managed account.
how a project
runs
from first message to monthly report
- (01)discovery callGoals, audience, what's not working
- (02)onboardingBranded intake form & account audit
- (03)client hubOne Notion dashboard for everything
- (04)strategyPillars, visual direction, calendar
- (05)create & publishContent, captions, creators, ads
- (06)report & refineWhat worked, what's next
the receipts
PLATFORMS
DESIGN & BUILD
GROWTH & ANALYTICS