URBAN DECAY 2025 REBRAND

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URBAN DECAY 2025 REBRAND —

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. 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. We worked with an agency on a number of these campaigns and shot some of them internally.

Brand Book / Designed by me
Brand Book / Designed by me
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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.

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UD x Dove Cameron