CONCEPTUAL PHOTO ART DIRECTION, STYLING, DIGITAL & PRINT DESIGN
As Sr Digital Designer, then promoted into Sr Photo Stylist for Ulta Beauty, I was able to create creative conceptual concepts for each individual asset living on all Social Media Platforms (with an emphasis on Instagram), extending onto all digital assets across the Ulta Site, CRM, Mobile experiences. Evolving and elevating the Ulta Beauty brand image, enhancing social awareness, and overall aesthetic eventually creating and styling for each in-house photo asset for the Ulta Beauty Brand. Promoted as Sole Senior Photo Stylist, concepting and creating the visual look & feel for all photography in the studio and for the brand across the company. By creating mood boards based on seasonal campaigns that translated photo assets visually in Catalog, In-Store, Online, Social, and internal brand work. Styling the photos on-set alongside a team of photographers & designers with props or textures to make them look beautiful.
SCROLL TO SEE:
brand work | print | campaign development | digital execution | social content creation
Branding:
Redefining the Ulta Beauty Brand: From “All Things Beauty, All in One Place” to “The Possibilities Are Beautiful®”
Ulta Beauty’s new brand direction shifts the narrative to celebrate the transformative role of beauty in our lives. Anchored in the belief that “The Possibilities Are Beautiful®,” this evolution redefines how beauty is portrayed, focusing on individuality, inclusivity, and authenticity. The brand strives to empower people to embrace their unique beauty and the confidence that comes with it.
Key Goals of the Redefinition:
Celebrating Beauty's Role: Elevating beauty as a tool for self-expression and empowerment in everyday life.
Redefining Beauty Narratives: Showcasing diversity and breaking stereotypes through campaigns like Beauty &, which highlight the multifaceted, authentic beauty of real people.
Championing Meaningful Causes: Supporting trailblazing initiatives that align with Ulta Beauty’s values, driving change and inclusivity in the industry.
Fostering Purpose: Creating a deeper sense of connection and belonging for guests by emphasizing authenticity, representation, and self-expression.
Insight & Depth: The campaign, "Possibilities Are Beautiful," is a celebration of inclusivity and the limitless potential of self-expression. Through vibrant visuals, diverse representation, and uplifting messaging, Ulta Beauty communicates that beauty is not just about appearance—it’s about confidence, individuality, and the stories we tell through our choices. Their commitment to making beauty accessible for all fosters a sense of community, empowering guests to explore, express, and celebrate their true selves.
This redefinition reflects a broader purpose: to inspire confidence and joy while driving positive change in the world of beauty and beyond.
Ulta Beauty Brand Book
2018 Rebrand
”The Possibilities are Beautiful”
Print:
Magazine Sampling
Sampling of holiday pieces in layout:
for more print samplings click button below
Campaign Development:
Execution and In Market
Digital | Web: Samples
Social:
All original content creation, rebranding entirety of Instagram and assisting in the growth of following from 1.1 million to 3.1 million in 12 months.
ALL CONTENT BELOW IS LIVE ULTA BEAUTY INSTAGRAM ORIGINAL CONTENT, CONCEPTED, CREATED, AND EXECUTED BY ME
