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Living Proof
Ulta + Sephora Rebranded Overhauls
Strategy
Reimagining Living Proof’s rebrand across hundreds of Ulta + Sephora doors, where every zone has a defined job and every asset is designed to do it. The overhaul and Sun-kissed Pear launch were anchored by a 10ft / 5ft / 1ft shopper hierarchy to guide the full system — brand story and limited edition hero hook at distance, proof and claims at mid-range to build trust, product navigation at the shelf. Designed to flex across gondola configurations so every format tells the same cohesive story.
Role
Art directed the visual strategy and led
end-to-end execution, bridging high-level brand storytelling with modular fixture design and rigorous pre-press standards.
Results
The Sunkissed Pear launch outperformed the prior Ulta LTE by 27%, drove 120% more sales than the comparable Sephora launch, and boosted the core SKU run rate by 5%.
Collaborators
Worked directly with the CMO, Creative Director, Trade Marketing Manager, Copy, Engineers, Production, and print vendors — owning the design from brief through vendor handoff.
