URBAN DECAY 2025 REBRAND
—
URBAN DECAY 2025 REBRAND —
Throughout the course of 2025, I led the creative evolution of Urban Decay’s visual identity to reflect a more modern, elevated expression while staying true to its rebellious spirit. Starting with the logo redesign—introducing a refined simplicity without losing it’s heritage; built a fresh color system inspired by Los Angeles and the vibrant shades of the products; and defined an elevated photography style to reframe the brand’s attitude. Collaborating with digital and retail teams, my team also spearheaded the redesign of our e-retail presence on Amazon and DTC site,
as well as our in-store merchandising at Sephora & Ulta. Additionally, the brand book was redesigned under my leadership.
Urban Decay's Brand Book
Brand Book / Designed by me
As the brand evolved, so did every touchpoint. In collaboration with agency and internal creative partners, we redefined the look and feel of Urban Decay across campaigns, retail, and brand storytelling.
Retail OVERHAUL
A new and very improved retail expression brings our updated, elevated and L.A. inspired brand image to life in stores, starting in August 2025. Designed by our retail design team with my consultation.
Concept film to portray the new brighter, L.A. inspired image of Urban Decay.