My Role

Smashbox operates across more than 400 retail locations spanning APAC, EMEA, LATAM, and the US. My role was to ensure that every one of those locations told the same story,  that product benefits and brand identity translated clearly and consistently from the global creative direction down to the point of sale. A significant part of that work was building the global design guideline document from the ground up. With no existing system to work from, I audited store fixtures across markets, identified patterns and inconsistencies, and spent two months writing and designing an 80-page guide that standardized visual standards across all existing Smashbox fixtures globally. It became the foundation for how the brand expressed itself at retail across every format, in every market.

I directed and oversaw in-store global designs for each season, wrote and designed guidelines for national and international retailers, and worked closely with the 3D and store design team to ensure fixtures, shelves, and in-store experiences felt cohesive across formats. Occasionally I was on set for product launch and brand initiative shoots.

The work shown here spans both tenures at Smashbox — from photoshoots to in-store graphics, 2D and 3D. Examples of guidelines and brand positioning documents are available upon request.