FENTY SKIN
Role: Digital Design Director & Lead Designer
Years: 2020–2025
As Digital Design Director at Fenty Skin (Kendo, LVMH), I led the creative development of seasonal product launches that established a distinct skincare identity while remaining clearly connected to the broader Fenty Beauty brands portfolio. I developed fresh visual storytelling systems for skincare that translated seamlessly across global digital channels and could be executed efficiently by distributed teams.
The resulting campaigns launched cohesively across international markets, clarified Fenty Skin’s positioning within the brand ecosystem, and introduced repeatable workflows that streamlined future launches while maintaining brand integrity and cross-channel consistency.
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, Procreate
MELT-AWF MAKEUP-MELTING CLEANSER
Landing page and marketing email 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.
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.
HYDRA VIZOR SUNSCREEN MOISTURIZER
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.
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.