Smith + Cult is a luxury cosmetics brand where sophisticated meets punk — refined yet rough-around-the-edges. When the brand relaunched at Ulta, the challenge was translating that unique combination for a new 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 stands as a physical manifesto for the beauty junkie: a two-bay, four-tier structure with custom fittings showcasing hero products. Seasonal resets keep the display current 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.
