ALL THINGS BEAUTY

After 25 years in the beauty business, Ulta had never developed a brand personality and was, in their words, “on a race to the bottom.” They needed a makeover — and they needed it yesterday. Within a few short months, we relaunched the brand with the mantra “The Fun Side of Beauty” complete with a new custom font, new brand colors and a new target audience. The new brand personality spread quickly throughout every aspect of the company, from business cards to social posts to store design. Ulta surpassed their brand awareness goals and is now the largest beauty retailer in the country. But probably the best part of the whole assignment is knowing that I am the face behind Ulta’s new face of beauty.