I led the creative direction for the overall look and feel of the Ulta Beauty experience on Target.com. This included building out full-page experiences across both adaptive and app platforms to determine photography needs based on business priorities.

One key challenge was the requirement to feature a large number of products in each static image. Since this was non-negotiable, I developed a solution using a monochromatic set design. This allowed the products to remain the focus while still incorporating holiday styling and cues in the background—bringing in elements like ribbons and ornaments to support the theme. To help visually guide the guest through these densely populated images, I incorporated sparkling starbursts to guide the guests eye throughout the image.

Cherry on top? I picked up a new skill, ribbon styling. After working through this project, I can now style a ribbon with the precision of a pro. Need a pink ribbon? I got you.