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
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