FENTY SKIN
Fenty Skin required high-impact creative for seasonal product launches that established a distinct skincare identity while remaining clearly connected to the larger Fenty Beauty brands umbrella. The work focused on developing fresh visual storytelling for skincare products that translated seamlessly across global digital channels and could be executed quickly by distributed teams. The resulting campaigns launched cohesively across markets, clarified Fenty Skin’s positioning within the brand ecosystem, and established a repeatable workflow that streamlined future launches while maintaining consistency and brand integrity.
Role: Digital Design Director & Lead Designer
Company: Kendo Brands (LVMH)
Team: Creative Directors, Marketing, E-commerce, Social, Sephora, Ulta
Skills: Web Design, Motion Design, Brand Systems, Art Direction, Photo Retouching, Illustration
Tools: Figma, Adobe Photoshop, Illustrator, After Effects
MELT AWF MAKEUP-
MELTING CLEANSER
Landing page and marketing email designed for the launch of Melt Awf Makeup-Melting Cleanser.
Bold type with tight tracking and leading was used to refresh our Fenty Skin typography style for this launch. At the time, the intention was to evolve the Fenty Skin brand to have a distinct type style separate from Fenty Beauty.
CHERRY DUB
FACE SCRUB
Landing page and marketing email designed for the launch of Cherry Dub Superfine Daily Cleansing Face Scrub. Macro shots of product formula were used to focus on jammy texture.
HYDRA VIZOR
SUNSCREEN MOISTURIZER
Paid social Instagram ads and programmatic display banners for Hydra Vizor Sunscreen Moisturizer and product page infographics for Hydra Vizor Huez Tinted Sunscreen Moisturizer.
This re-promote campaign encouraged new customers to try one of our hero products from the brand's launch, boosting sales of an existing product and fueling customer acquisition.
FENTY SKIN
PRODUCT BENEFIT ICONS
I hand-illustrated all icon options in Procreate, made selects with creative directors, and vectorized them in Illustrator. The color palette was derived from brand colors, product photography and packaging. The icons were designed to work at large scale for printed in-store visual merchandising as well as small scale on the product detail webpage.
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.