FENTY FAM SALE
VISUAL IDENTITY & CAMPAIGN DESIGN
Role: Digital Design Director & Lead Designer
Company: Kendo Brands (LVMH)
Team: Creative Directors, Marketing, E-commerce, Social
Skills: Branding, Web Design, Motion Design, Social Ads, Art Direction
Tools: Figma, Adobe Photoshop, After Effects
CHALLENGE
Fenty Fam Sale is a semi-annual event discounting both Fenty Beauty and Fenty Skin product lines. While popular, the sale lacked a distinct visual identity to drive recognition across recurring campaigns.
THE OBJECTIVE WAS TO:
• Create a logotype and cohesive brand system specifically for the event.
• Design visuals that unified two distinct brand aesthetics while working across social ads, web banners, and promotional assets.
• Build a look that stood apart from standard product campaigns but still felt unmistakably “Fenty.”
PROCESS
-
1. LOGOTYPE DESIGN
• Developed a bold, black weight logotype to contrast the thinner letterforms of the Fenty Beauty and Fenty Skin logos.
• Chose typography with a strong, authoritative presence to signal urgency and event exclusivity.
-
2. VISUAL SYSTEM & IMAGE FRAMING
• Designed a magazine cover-inspired framing system with type overlapping imagery to add energy and create visual layering.
• Built layouts optimized for both horizontal and vertical formats, ensuring flexibility across channels.
-
3. UNIFYING TWO DISTINCT BRANDS
• Incorporated product textures and smears to create a tactile, cohesive thread between Fenty Beauty’s vibrant editorial photography and Fenty Skin’s softer, minimal visuals.
• Developed a shared color and texture library to maintain brand alignment while allowing channel-specific adaptations.
-
4. CROSS-CHANNEL ASSET DESIGN
• Produced responsive designs for web banners, affiliate ads, and social posts.
• Delivered ready-to-use campaign kits for marketing teams to deploy across all platforms.
OUTCOME
Established a recognizable visual identity, increasing brand recall for the semi-annual event.
• Successfully bridged two distinct brand aesthetics under a single cohesive system.
• Created a scalable asset framework to be reused and adapted for future sale events, reducing design turnaround time.
STYLE GUIDE
I created a style guide to ensure the Fenty Fam Sale logo and ‘wildpost’ layouts were applied consistently across all touchpoints. The system provided a clear structure for the e-commerce promotions design team, enabling them to build cohesive cross-channel creative that reinforced the sale’s identity at every customer interaction.