Throughout the course of the last year, 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. I led 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. 

The rebrand extended into the physical world through a reinvented gondola and a comprehensive brand book that unified tone, texture and vision across every touchpoint.