The House of Prestige Beauty
The Brief: Convey the values of the Estée Lauder Companies to a broad and global audience to inspire the next generation. Demonstrate overarching excellence, innovation and creativity, whilst shinning light on each individual brand.
Target: Job Seeker, Investors, Existing Employees, PR/Media, Partner/NGO
I created a design system and led the creative direction for art and content. The consistent look and feel was established in concert with original photography and video as well as a new brand identity (logo, fonts, colors, graphics), and a mobile first user experience that modernized the expression of the brand.
I led the concept: “House of Prestige Beauty,” art and design visuals as well as overall experience. I designed visual codes to reinforce the concept to unify a distinct house of many brands within a cohesive experience and tone of voice.
The modular design system allowed each brand the opportunity to curate their presence within the experience. Each brand could control the following components: a brand intro, leadership gallery, featured products, social feeds, careers feeds, and editorial content. (see below)
My goal was to position Estée Lauder Companies (ELC) as a revered brand with an ownable visual identity that is distinct from the Estée Lauder brand. A step in achieving this was to create a new wordmark cut from a unique typeface that created a ode to the past while appearing modern and luxury.
I led the team that concepted, and produced original art: from the homepage intro video, career video interviews, elevated product photography of the entire catalog, corporate portraits and collaborated with Donald Roberston on illustration.
Still life photography was shot to reinforce the Estée Lauder Companies unique look and feel as a House of Prestige Beauty.
Team Credits: Jun Lu, Nikki Huffman, Jas Rewkiewicz, Rekishia Jessup
