In the middle of 2019, our team was tasked with sunsetting the Play! subscription program and developing a new sampling program under the umbrella of the existing Sephora Favorites brand. We ultimately created three sub-brands, with Luxe being the first to roll out.
For each sub-brand, we created a logo to be used in a lockup with the refreshed Sephora Favorites logotype. Our goal was to set this new program apart from previous Play! Luxe iterations, which all relied heavily on the Sephora Serif typeface. The Luxe logo uses the Sephora Sans typeface, but removes portions of the letterforms to create a stenciled vibe. The end result still feels subtle and elevated, but separates itself from its predecessor program.
This project included overall brand concepting (including new logos), art direction, collateral and packaging design, and all related digital components.
Creative Director:
Sasimon Boonyavatana
Senior Art Director:
Jessica Lee
Senior Graphic Designer:
Sterling Olmstead
Editorial Content:
Briana Verdugo
For each sub-brand, we created a logo to be used in a lockup with the refreshed Sephora Favorites logotype. Our goal was to set this new program apart from previous Play! Luxe iterations, which all relied heavily on the Sephora Serif typeface. The Luxe logo uses the Sephora Sans typeface, but removes portions of the letterforms to create a stenciled vibe. The end result still feels subtle and elevated, but separates itself from its predecessor program.
This project included overall brand concepting (including new logos), art direction, collateral and packaging design, and all related digital components.
Creative Director:
Sasimon Boonyavatana
Senior Art Director:
Jessica Lee
Senior Graphic Designer:
Sterling Olmstead
Editorial Content:
Briana Verdugo
Erin Anderson
CREATIVE DIRECTOR | ILLUSTRATOR
Creative leader with large corporation, venture-funded, and boutique agency experience. Proven track record in leading comprehensive brand refreshes and establishing effective creative design strategies that increase brand awareness and drive revenue.
Email ecanderson2386@gmail.com