NATHALIE
ALVÅNG
Creative Director
Art Director/Copywriter
Brand world shaper
ABOUT
Nathalie is a multi-faceted senior Creative, with more than ten years experience in the world of fashion, beauty and lifestyle brands.
She's aesthetically and social-first driven, with a strong flair for merging storytelling with commercial business goals.
KEY ACCOMPLISHMENTS
DAISY BEAUTY AWARDS WINNER | SWEDISH BEAUTY AWARDS WINNER
Positioned Xlash’s new Collagen Hydrogel Hyal Face Mask as a best seller with the product launch campaign Stay Hydrated in May 2025. I stood for the creative product concept, contributing to its design, product naming, testing, concept development and copywriting, shaping its market positioning and creative expression.
Led product concept development and launch positioning for Xlash Calming Eye Gels. Developed naming and messaging (“Say Aloe to Calming Eye Gels”) and contributed with the creative direction, go-to-market strategy and campaign rollout, including the Normalise Public Skincare campaign.
2025 & 2026
MONKI GLOBAL RETAIL CONCEPT
Created the visual identity and concept for Salute Sisterhood and developed its retail application into a global brand concept for Monki.
2018
XLASH REBRANDING
Brand and Creative Lead on Xlash’s full rebrand, defining target audience, positioning, visual identity and tone of voice. Built the complete brand book and scalable creative system across product, campaigns and digital.
Drove 40+ campaigns and contributed to doubled profit and +106% brand search growth.
2022–2025
MOST RECENT
What We (Actually) Want
SITRE
SELECTED PROJECTS
(AT A GLANCE)
(Re)branding
XLASH | Brand & Creative Direction
Led the end-to-end rebrand of Swedish beauty brand Xlash — defining visual identity, product storytelling and campaign direction. Built a scalable creative system across 40+ campaigns and product launches, contributing to doubled profit and +106% brand search.
Stay Hydrated
XLASH| Creative Direction , Art Direction & Copy
A fully integrated, social-first skincare campaign turning functional hydration benefits into seasonal energy. Combined influencer storytelling, TikTok-native content and performance-driven assets to drive engagement and sell-through.
Salute Sisterhood
MONKI | Brand Concept, Art Direction & Design
A female-empowering global concept developed as part of Monki’s brand evolution. Established a visual identity and communication system that translated across store openings, value campaigns, and in digital and retail environments, later evolving into a core part of the brand’s global store concept.
What We (Actually) Want
SITRE | Creative Direction, Film direction, Editing, Copy
A suspenseful, storytelling TikTok-first Valentine’s campaign for a sexual wellness brand, built around honest conversations on intimacy. Two parallel narratives unfold through intimate pillow-talk exploring “what we (actually) want” when it comes to love and intimacy. Driving engagement through relatability.
Words To Live By
MONKI | Product Concept & Art Direction
Messaging concept, packaging design and jewellery design concept for this product collaboration with Plan International. The core part of Monki’s value-driven campaign Monkifesto - Words to live by, where I also acted as Art Director/ Graphic Designer.
Natural Dye Collection
CORACOR | Creative Direction, Art Direction
Conceptualised and directed a babywrap collection launch, rooted in natural dye techniques. By combining sustainability with storytelling, we created a differentiated product narrative and visuals from Coracor's otherwise colourful prints. A collaboration with textile & sustainability expert Nana Sacko.
Collection III
NOTION OF FORM | Art Direction & Photography
Directed and shot the lookbook for Stockholm-based independent fashion brand Notion Of Form's third collection. Building a distinct visual narrative, while staying aligned with the brand’s conceptual foundation.
K-Beauty Destination
XLASH | Brand Strategy, Creative Direction, Art Direction
Conceptually developed and positioned Xlash’s skincare category as K-Beauty —a scientifically rooted beauty category where Korean technology and Scandinavian innovation meet. I led creative product concepts, and drove PR and Brand with campaign messaging such as: "Xlash K-Beauty", "Skincare from Korea, with love", "Get *obsessed*" & "Normalise Public Skincare". and led Creative Direction on all it's campaign and beauty productions. Turning the category into the brand’s most top-performing segment, in a highly competitive category.
Fashion Editorials
MONKI | Art Direction, Content Strategy & Creation
Led art direction and social-first content strategy across global campaigns and editorials, shaping Monki’s community-driven visual identity and delivering 85% of top-performing content on social media.
Reach out via email to explore my full portfolio.
SKILLS
Creative Concepts
Brand & Campaign Strategy
Creative & Art Direction
Copywriting
Graphic Design
Photography & Video editing
SoMe Content Strategy
Photography