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
- Ulta Beauty
- Adobe Illustrator, Adobe InDesign, Adobe Photoshop, Creative Direction, Type Design
- Books, Brand Guidelines, Branding, Campaigns, Patterns, Typography
- Project Industries
- Advertising, Beauty