Smith + Cult is a luxury cosmetics brand that represents a mix of sophisticated and punk, luxury meets rough-around-the-edges. When the brand was relaunched at Ulta, the challenge was translating that unique combination for a more mature yet still rebellious audience. Working with the in-house team at Standard Black, I led design production for the debut, coordinating across teams—from Ulta’s visual merchandising standards to web designers in Canada.
The gondola became a physical manifesto for the beauty junkie: a two-bay, four-tier structure with custom fittings showcasing hero products. Seasonal resets kept the display up-to-date with newly launched products. For the digital side, I created 100+ assets for the website relaunch, translating the “sophisticated punk” aesthetic into a cohesive online experience.
