Sephora
Social & Experiential Art Direction
In my seven years with Sephora, I focused primarily on art direction for the retailer’s social channels. Additionally, I had the pleasure of taking on a number of special projects over the years, including experiential events, Youtube series development, social channel style guides, and Sephora’s first-ever credit card launch.
Social art direction
Over the span of 2015–2022, the landscape of social changed quite a bit. When I started at Sephora, Instagram was still relatively new, and the brand had yet to really define a feel for this channel. I was the first art director to partner with our photographers to build an aesthetic and level-up the production on social content. This was the beginning of what is now a much larger team spanning multiple departments with many amazing collaborators.
Sephoria
In the era of experiential events, Sephora endeavored to bring their own take on a beauty convention to life in 2018. I was the creative lead for this program until I departed in 2022, which included several years of fully virtual events. The task of creative lead included art directing the event space and all associated visuals across channels. My team chose Jade Purple Brown to help us craft illustrated visuals that captured the playful spirit of the event, and her work continues to be used in the identity today!
Content Strategy
One of the most cherished aspects of my role at Sephora was developing content strategy across Instagram, TikTok, and YouTube. I worked with editorial partners to develop pillars of content that operated as shows on the various channels. I’d love to highlight one of these projects: “Why I Made This” on Sephora’s YouTube Channel.