Ulta Beauty - Brand Identity & Style Guide

OVERVIEW

Working within a team of five designers from diverse creative backgrounds, I helped unify our ideas into a bold and cohesive vision for Ulta Beauty’s spring/summer identity. I led the creative direction to refine the logo, elevate the color story, and build a modern visual system that enhanced brand recognition across digital and physical touchpoints. Our collaboration transformed Ulta’s seasonal presence, delivering a refreshed identity that communicates joy, confidence, and a more expressive approach to beauty.

YEAR

2025

ROLE

Brand Designer
Visual Designer
Creative Strategist

About the project

The Challenge

Ulta Beauty’s existing seasonal branding felt outdated and didn’t fully express the warmth, joy, and confidence that define the Ulta experience. The logo lacked the playful, beauty-forward energy that customers associate with the brand, and the visual system didn’t translate well across packaging, digital touchpoints, and in-store experiences.

The existing system also struggled to scale across modern touchpoints:

The logo lost impact when placed on packaging and shipping materials.
Seasonal campaigns lacked a cohesive visual story.
The palette and typography didn’t translate well to digital assets or retail environments.
There wasn’t a clear design language that tied together in-store, online, and product experiences.

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Ulta Beauty - Brand Identity & Style Guide

OVERVIEW

Working within a team of five designers from diverse creative backgrounds, I helped unify our ideas into a bold and cohesive vision for Ulta Beauty’s spring/summer identity. I led the creative direction to refine the logo, elevate the color story, and build a modern visual system that enhanced brand recognition across digital and physical touchpoints. Our collaboration transformed Ulta’s seasonal presence, delivering a refreshed identity that communicates joy, confidence, and a more expressive approach to beauty.

YEAR

2025

ROLE

Brand Designer
Visual Designer
Creative Strategist

About the project

The Challenge

Ulta Beauty’s existing seasonal branding felt outdated and didn’t fully express the warmth, joy, and confidence that define the Ulta experience. The logo lacked the playful, beauty-forward energy that customers associate with the brand, and the visual system didn’t translate well across packaging, digital touchpoints, and in-store experiences.

The existing system also struggled to scale across modern touchpoints:

The logo lost impact when placed on packaging and shipping materials.
Seasonal campaigns lacked a cohesive visual story.
The palette and typography didn’t translate well to digital assets or retail environments.
There wasn’t a clear design language that tied together in-store, online, and product experiences.

Smooth Scroll
This will hide itself!

Ulta Beauty - Brand Identity & Style Guide

OVERVIEW

Working within a team of five designers from diverse creative backgrounds, I helped unify our ideas into a bold and cohesive vision for Ulta Beauty’s spring/summer identity. I led the creative direction to refine the logo, elevate the color story, and build a modern visual system that enhanced brand recognition across digital and physical touchpoints. Our collaboration transformed Ulta’s seasonal presence, delivering a refreshed identity that communicates joy, confidence, and a more expressive approach to beauty.

YEAR

2025

ROLE

Brand Designer
Visual Designer
Creative Strategist

About the project

The Challenge

Ulta Beauty’s existing seasonal branding felt outdated and didn’t fully express the warmth, joy, and confidence that define the Ulta experience. The logo lacked the playful, beauty-forward energy that customers associate with the brand, and the visual system didn’t translate well across packaging, digital touchpoints, and in-store experiences.

The existing system also struggled to scale across modern touchpoints:

The logo lost impact when placed on packaging and shipping materials.
Seasonal campaigns lacked a cohesive visual story.
The palette and typography didn’t translate well to digital assets or retail environments.
There wasn’t a clear design language that tied together in-store, online, and product experiences.

Smooth Scroll
This will hide itself!