To prepare for the launch of Ulta Beauty at Target, we created over 40 new brand pages to support the business. Each brand came with its own identity, existing within the “Ultaverse,” while also needing to align with Target’s digital presence. This created a unique brand architecture challenge.

We built a flexible system of page templates that could be customized to meet each brand’s needs. Some brands fit neatly into the framework, while others required a different approach entirely. In those cases, we set the template aside to highlight standout collaborations, which often became my favorite design challenges.

Cherry on top? MAC sent over a thoughtful note to say how much they loved our Stranger Things feature page. In this business, when a brand known for bold, creative design takes the time to send a compliment, you know it’s something to celebrate.