This Fall,
I Led creative direction for the visual experience of Ulta Beauty on Target.com, establishing the look and feel across full-page designs in both adaptive and app platforms. Defined photography needs based on seasonal and business priorities, ensuring alignment with brand standards.
Tasked with incorporating more Ulta orange into the digital beauty space while maintaining a prestige aesthetic. Developed a ledge system to introduce Ulta’s magenta tones for balance and paired darker magentas with grays to create a rich, seasonal fall palette across campaign visuals.
Collaborated with business partners to build cohesive color stories for grouped product shots. Added sensory storytelling through scent cues and enhanced interactivity with bubbles, smears, and swipes where applicable.
Cherry on top: Learned to fully embrace the blow dryer cord. Not even mad about it.
