Sephora

Since 1998, Sephora has been an industry leading champion of diversity, inclusivity, and empowerment in the U.S. With this rebranding we will introduce a stunning dynamic design that promotes the power of identity

Team

Josh Azoulay, Paula Ramanauskas, Astrid

Role

Art Director & Brand Designer

Tools

Adobe Illustrator, Photoshop, After Effects, Figma

Brand Purpose

For Sephora the world would be a better place if the current digital climate didn’t limit self expression

Brand Positioning

For the expressive and inspired. [target]

Sephora is a visionary leader that inspires young people to step out of their comfort zone. [insight]

Sephora allows you to be who you want and feel out of the ordinary.
[competitive frame]

We cater to everyone with our variety of products and prioritize their experience. [point of difference]

We provide a unique adventure, where there are no limits to self expression. [target’s goal]

Brand Archetype - The Explorer

Adventurous - We are willing to take risks and step out of the comfort zone

Unique - We provide a personal experience like no other would

Empathetic - We provide a deeper understanding and connection

Free - We never show hesitation

Instagram Ads

An set of Instagram videos promoting the Cosmetics and Nails section of Sephora. These are a part of a series of short, fun videos that use a stop motion style to communicate Sephora's new system. Using a combination of bold imagery and quick cuts, the goal was to show people that the world of beauty is limitless and that they are encouraged to explore.

What I learned

This project showed me the importance of creating a dynamic brand. Throughout that process I was constantly thinking about how we could connect back to our consumer base with every aspect of the brand.
I learned that sometimes great intentions can make for great design.