SMASHBOX 2015–2018
Services: Design & Art Direction / Point of Sale Strategy 

My Role

I worked at Smashbox Cosmetics from 2015 – 2016 as Global Associate Design Director and returned again in 2018 as Global Design Director in Visual Merchandising. My role was to direct/oversee the in-store global designs for each seasons as well as write and design guidelines for national and international retailers. (Over 400 retailers across APAC, EMEA, LATAM as well as the US.) A large part of my role was to ensure product benefits and features are conveyed to the consumer at point of sale. This also involved working closely with the 3D/Store Design team in order to ensure fixtures, shelves and in-store experiences were in line with each other. Occasionally, I’d be on set for photo shoots for specific product launches or brand initiatives.

The work pictured here is a mix of the two years at Smashbox from photoshoots to in-store graphics 2D and 3D. Examples of guidelines and brand positioning documents can be provided, please contact me for more information.

Creative Director: Simon James. All Photography by: Davis Factor

ABOVE                         Mecca Beauty, Fall 2018



Cover Shots Spring 17 with Shay Mitchell

My role was creating the visual direction and design within the retail space. The direction set for Sephora/Ulta retailers was then used across social and digital. Inspired by the packaging for Cover Shot palettes having a lenticular covers, the designs for retail also utilized lenticulars for back panels and photography to showcase the movement that took place in the shoot. As a result, when the consumer would walk by any Smashbox shelf, the graphics would move. All product fixtures were created using clear acrylic to allow for greatest visual impact. 

Creative Director: Simon James. All Photography by: Davis Factor

Shelf Renderings for Sephora

Shelf Design.       Product is propped on acrylic risers with custom built stock display that allows the viewer to see the lenticular cover. Back panels of shelf have lenticular animation of powder explosions that are activated as the viewer walks past.

ABOVE                         Lenticular Animation + Ulta Gondola, Spring 2017