(making) beauty accessible- and impossible to ignore.

The Shine Foundation is a Canadian not-for-profit that grants wishes for children living with serious illness. For Scarlette’s Dream- Shine’s 9,000th wish- I led the full social launch of Scarlette’s Palette, the first tactile makeup palette for the blind and low-vision community.

Working pro bono, we built and executed the campaign’s social system end-to-end- developing messaging, ghost-writing copy for every partner, and coordinating multi-channel rollouts across Cheekbone Beauty, Hotel X, and Cadillac Fairview.

Timed to World Sight Day, the campaign sparked national media coverage and community engagement that reached far beyond Shine’s usual audience.
The story of Scarlette’s Palette appeared on Elle Magazine, CBC, and The Vancouver Sun, amplifying Shine’s mission to make joy and self-expression accessible to every child.

Creators, beauty editors, and accessibility advocates joined in- reposting, commenting, and sharing Scarlette’s journey in their own words. What started as a single dream became a blueprint for inclusive design, inspiring new conversations between brands and the disability community.

Because some stories don’t need a client- they just need a cause.