Photo Art Direction, Styling & Digital Design
Senior Digital Designer → Senior Photo Stylist & Creative Photo Art Director Chicago, IL · 2017–2018
Joined Ulta Beauty as Senior Digital Designer creating content across social, site, CRM, and mobile — and was promoted into a sole Senior Photo Stylist role leading all in-house brand photography. During my time on social I contributed to growing Ulta's Instagram from 1.2M to 3.2M followers through elevated, story-driven content that moved the brand from product-focused to identity-driven.
On the photo side I concepted and directed every in-house shoot — developing seasonal moodboards, directing and creating on-set styling with props and textures, and ensuring visual consistency across catalog, in-store, digital, and social assets.
Scope:
Social Content · Brand Photography · Print · Campaign Development · CRM · Site Assets · In-Store
BRAND BOOK — "The Possibilities Are Beautiful" Rebranding from "All Things Beauty, All in One Place"
Contributed to Ulta Beauty's brand evolution as the company redefined its identity around individuality, inclusivity, and self-expression. My role focused on translating the new brand direction into photography and visual assets — building the moodboards and directing the in-house photo shoots that brought "The Possibilities Are Beautiful" to life visually across print, digital, and in-store touchpoints.
Ulta Beauty Brand Book
2018 Rebrand
”The Possibilities are Beautiful”
Print: Sr Photo Styling - Conceptual Photo Art Direction
Sampling of holiday pieces in layout:
for more print samplings click button below
Campaign Development:
Digital | Web: Samples
Social:
All original content creation, rebranding entirety of Instagram and assisting in the growth of following from 1.1 million to 3.1 million in 12 months.
ALL CONTENT BELOW IS LIVE ULTA BEAUTY INSTAGRAM ORIGINAL CONTENT, CONCEPTED, CREATED, AND EXECUTED BY ME
