![](https://freight.cargo.site/t/original/i/86c3e0e5770edfbaec77fce358eeb5bcc544e2fc7c97753fac76f519fd91e40a/180621_SBX_MECCA1471_RGB_r1.jpg)
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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![](https://freight.cargo.site/t/original/i/287ceef14c303f3a59b9fd58073007dd9294389ce9be82d2266a996787dd22c3/180621_SBX_MECCA1761_RGB_r1.jpg)
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![](https://freight.cargo.site/t/original/i/44e701e7d188e1803f2dc4d9fc85954d72b3faf4b60b54de3e3bb0bc524450f5/Covershots1.jpg)
![](https://freight.cargo.site/t/original/i/a99a3afe89ab5d0e6bc93e0ac679d7f15b8db19826f220301ec8038fa9d254ee/SBX_HP_FeaturedTout01_CoverShotPalettes_580x363_v03.gif)
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![](https://freight.cargo.site/t/original/i/331488b3ad85ecbce1e44118a128b3ed5db7c25ec96064e79de10e377e82d051/FY17_Sephora_SP17_Shay_Portraits.jpg)
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![](https://freight.cargo.site/t/original/i/ef29d5a39608c28f01dd97cc8db7a5d478f926a5c15257752ddd01df07fd1b52/COVER-SHOTS-1.jpg)
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![](https://freight.cargo.site/t/original/i/4c048d2a186f95d6e9868aaccb5bd24e690e0c3fcfb54b1faa799ad6ee2ca30e/Screen-Shot-2017-01-28-at-3.13.12-PM.png)
![](https://freight.cargo.site/t/original/i/c1a780a0ddb0ee8cb8b7ac37d11c1d18ddcdb531d97b3e8181396f295f4d217d/Screen-Shot-2017-01-28-at-3.17.02-PM.png)
![](https://freight.cargo.site/t/original/i/5f27e1214902fd2600023e2b96660f31962abe038635d9c8bce715cf4bafd680/Screen-Shot-2020-04-25-at-6.52.56-PM.png)
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![](https://freight.cargo.site/t/original/i/5c9dbc3126d0c9134b413012cf833e2378868e3a0131daba5be114d45335c2c9/Smashbox-Ulta-Gondola-2017Spring-v011.jpg)