Bluemercury

I had the opportunity to work closely with Bluemercury on one of their most significant brand milestones—the launch of their full rebrand and 25th Anniversary campaign. The rebrand initiative began earlier that year in winter, building momentum toward a highly anticipated reveal on September 21st. I led the art direction across both the rebrand and anniversary campaign, crafting a visual identity that felt timeless yet modern, elevated yet approachable—mirroring Bluemercury’s evolution as a brand rooted in luxury beauty and innovation. From conceptual development to execution, I helped shape the creative vision through curated photography, custom illustrations, and refined graphic elements that brought the new brand ethos to life. My process included building detailed mocks, sourcing moodboard inspiration, and incorporating AI tools to explore visual direction and enhance creative development.

Beyond campaign assets, I played a central role in redesigning the Bluemercury website, ensuring a seamless digital translation of the rebrand. I collaborated with the internal creative team and an external development agency to restructure the site’s layout, elevate UI design, and build a more immersive, customer-centric experience. I also contributed to the brand’s digital ecosystem through email design, creating flexible templates that aligned with the refreshed identity. To support Bluemercury’s internal workflow, I introduced scalable design systems in Figma, building out intuitive component libraries and personally training the team on how to use them effectively. This work laid the foundation for a more agile and cohesive design process across departments. Following the September launch, I’ve continued collaborating with the team on seasonal creative, including their holiday campaign—helping extend the rebrand’s visual language in a way that remains consistent, fresh, and emotionally resonant across all touchpoints.

Role: Designer and Art Director @ LPM.LA agency | Collaborators: Jules Camposano, Richard Gleason