SCOPE : ART DIRECTION • GRAPHIC DESIGN • DESIGN PRODUCTION • VISUAL MERCHANDISING • PROJECT OVERSIGHT • PRINT + DIGITAL PRODUCTION
SMITH + CULT — Relaunching with glitter, grit and zero apologies
Smith + Cult is luxury cosmetics at the crossroads of polish and punk — refined yet rough around the edges with a product range and palette built for black-tie moments or a festival weekend. When the brand relaunched at Ulta, I led production of a two-bay, four-tier gondola display and a website update in partnership with creative agency Standard Black.
The challenge was translating that duality for a new audience — the beauty-obsessed who respond to interactive elements, sensory materials, and a refined-but-rebellious aesthetic. The gondola features specialty design elements, including a lenticular panel and broken mirror detailing, built to draw shoppers in. For the website, I created 100+ assets to bring that same refined-but-rebellious aesthetic online.
DELIVERABLES : GONDOLA DISPLAY • MOCKUPS • WEBSITE DESIGN • DIGITAL ASSETS
IT’S LIKE THE DIARY OF A BEAUTY JUNKIE
A two-bay, four-tier gondola display designed to command attention at Ulta. Custom fittings showcase hero products alongside stream-of-consciousness storytelling — raw, unfiltered product love in poetic form.
DIGITAL RELAUNCH
100+ digital assets for the website relaunch — translating the brand’s rebellious energy into a cohesive online experience.
