Ulta 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 and being 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.
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. We added some richer colors to balance out the
brand’s orange and pink along with a set of patterns that could be used in everything from communications to boxes and bags.
Here are some pages from a brand-book-like object:
