FENTY BEAUTY
GLOBAL PRODUCT LAUNCH DESIGN DIRECTION
Role: Digital Design Director & Lead Designer
Company: Kendo Brands (LVMH)
Team: Creative Directors, Marketing, E-commerce, Social, Sephora
Skills: Web Design, Motion Design, Brand Systems, Art Direction, Photo Retouching
Tools: Figma, Adobe Photoshop, Illustrator, After Effects
CHALLENGE
Fenty Beauty by Rihanna, a global makeup leader under LVMH, needed high-impact creative for seasonal product launches across international markets.
EACH CAMPAIGN HAD TO:
• Maintain brand integrity while introducing new products with distinct visual narratives.
• Translate seamlessly across web, email, social media, paid channels, and retail partner platforms like Sephora.
• Work within fast-paced timelines while collaborating with distributed teams across time zones.
PROCESS
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1. ART DIRECTION FOR PHOTOGRAPHY
• Oversaw on-set creative direction for e-commerce model and product photography.
• Managed post-production retouching to ensure color accuracy and product consistency across all digital channels.
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2. CONCEPT DEVELOPMENT
• Partnered with creative directors as well as brand and marketing teams to align campaign visuals with launch strategy and brand voice.
• Developed Instagram ad and affiliate banner style frames for each product’s unique positioning.
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3. CROSS-CHANNEL DESIGN EXECUTION
• Designed responsive web experiences, launch emails, paid social ads, and affiliate banners.
• Edited videos for website hero banners and paid social ads, ensuring footage supported the brand and conversion goals.
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4. SYSTEMIZATION & SCALABILITY
• Built general brand guidelines and campaign-specific style guides and component libraries in Figma to ensure efficient design handoff and cross-market consistency.
• Coordinated with regional teams to adapt assets for local markets without diluting the brand.
OUTCOME
Delivered cohesive product campaigns that launched simultaneously across multiple channels and regions.
• Strengthened Fenty Beauty’s visual consistency across retail partners, e-commerce, and paid channels.
• Produced scalable design systems that accelerated asset creation for future launches.
• Helped maintain Fenty Beauty’s position as a trend-forward, culturally resonant beauty brand with a strong digital presence.
GLOSS BOMB STIX
Homepage hero banner, Instagram ads, product page infographics, and programmatic display banners for Fenty Beauty’s glossy, medium pigment lipstick.
SEPHORA & ULTA
SALES REPORT CARD
AUGUST 2024 | 1 MONTH POST-LAUNCH
#1
LIPSTICK AT SEPHORA
LIFE TO DATE
(+54% TO FORECAST)
#3
MAKEUP BRAND AT SEPHORA
LIFE TO DATE
(+3 RANKS YEAR TO DATE)
#2
LIPSTICK BRAND AT ULTA
LIFE TO DATE
(+50% TO FORECAST)
#6
MAKEUP BRAND AT ULTA
LIFE TO DATE
(+2 RANKS)
SOFT’LIT FOUNDATION
Homepage hero banner, Instagram ads, product page infographics, and programmatic display banners for Fenty Beauty’s latest hydrating foundation formula.
BRAND GUIDELINES
I built general brand guidelines as well as campaign-specific style guides to ensure brand integrity and cross-market consistency after each season’s asset and working file delivery.