ulta beautyUlta Beauty is the largest beauty retailer in the U.S. They came to us in 2018 to transform their purely transactional image with consumers to one that connects to beauty lovers about the incredible power of feeling like your best self.
The Possibilities Are Beautiful campaign established
the brand’s new tone, new look and a new POV on how beauty is what you bring to the table.
The possibilities
are beautiful.
If Sephora is the dark, cool older sister, Ulta Beauty is the accessible, inclusive and relatable friend. We updated Ulta Beauty’s look from a rather young tone to one that is still fun but elegant.
Some spreads from a brand book-like object:
We updated Ulta Beauty’s look from a slightly younger tone to one that is still fun but elegant. We added some richer colors to ground the brand’s orange and pink palette along with a set of patterns that could be used in everything from communications to boxes and bags.
We also created a unique typeface for Ulta Beauty called ‘Hello Beautiful’.
