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ULTA

Our culture says beauty is superficial. Ulta Beauty knows that it’s anything but; they believe that beauty can play a meaningful role in all of our lives. It can fuel our dreams. Blow our minds. Lift us past our limits, and live inside us all. Ulta made a big shift in brand positioning from Fun, Fresh & Real to Real, Fresh& Fun - with a focus on Real. Because there is nothing more beautiful than possibility; Beauty has power, passion, and purpose. It’s a space for mindfulness and reflection. It’s a social bond and a tradition passed down from generation to generation. There is no limit to what beauty can do. The Possibilities Are Beautiful campaign established the brand’s new tone, new look and a new POV on how beauty is what you bring to the table.

Project Roles
Creative Director, Designer
Company
Ulta Beauty
Skills
Adobe Illustrator, Adobe InDesign, Adobe Photoshop, Creative Direction, Type Design
Media
Books, Brand Guidelines, Branding, Campaigns, Patterns, Typography
Project Industries
Advertising, Beauty
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