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 brand consistency across all digital channels.
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2. CONCEPT DEVELOPMENT
• Partnered with creative directors and marketing team 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 and organic social ads, and affiliate banners.
• Created videos for launch teasers and website hero banners, ensuring footage supported both brand feel and conversion goals.
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4. SYSTEMIZATION & SCALABILITY
• Built 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.
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.