Graphic Designer
Work
Head in LA
Event, motion, spatial, editorial, brand identity design
TimeScapes
Creative coding, generative, installation design
OCMABrand identity, exhibition, spatial, web and print design
The UnseenPackaging, product, creative direction,
brand identity design
Fenty BeautyInternship work, package, production design
Strawberry SlabFont design
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The Unseen Beauty
Packaging, product, art direction, and brand identity.
Product conceptThe Unseen Beauty is an untraditional makeup brand that focuses on cutting-edge and innovative artistry used primarily by professionals. Along with the package design, I undertook extensive stages of product design ergonomics were undertaken to ensure precision and ease, which are crucial for reaching professional makeup artists and those who create art with makeup.
The Unseen creates makeup that mimics the intelligence and adaptability of our bodies and biosystems around us. The science of it all is inspired by structural color, which is most commonly found in nature—from the wings of butterflies to the shells of beetles. What makes The Unseen so dynamic is its commitment to pioneering innovations that transform beauty products. By utilizing advanced material science, The Unseen develops products that are not only visually stunning but also interactive and adaptive, such as their color-changing hair dye that responds to temperature and light.
The goal of this rebrand is to better translate the brand's dynamism into the products, connecting with existing audiences and attracting new ones through its modern, captivating design.
Packaging lineupThe primary and secondary packaging line includes Brow Gel, Eye System, Nail Paint, Hair Gloss, Skin System, and Eye Paint. The diverse range of products and form factors provided the opportunity to develop an adaptable packaging system that could be seamlessly applied across various makeup products.
The color palette, inspired by structural colors found in nature—such as andrite, mackii, scarab, peacock, borealis, and ember—ensures a cohesive yet dynamic visual identity for the entire product line.
Product photography The visual approach to these image shots emphasizes minimalism and precision. The dark background draws attention to the product, underscoring its professional and precise nature. Hands are delicately positioned to highlight the product’s form and design, while simple lighting accentuates the texture and color, giving it a sleek and modern appearance.
Opening ceremonyThe opening ceremony of these packages is an engaging and tactile experience designed to captivate the user. Each package unfolds smoothly, revealing its contents in a sequence that heightens anticipation and curiosity. The vibrant colors and thoughtful design elements create a visually appealing journey, emphasizing the premium nature of the product inside.
This approach not only enhances the perceived value of the product but also reinforces the brand's commitment to quality and customer satisfaction.
Creative direction While developing the packaging, I also wanted to challenge myself by creating custom photography for the brand, going above and beyond the class assignment. The inspiration behind this shoot was to embrace and celebrate individuality and bold self-expression. Working closely with the photographer, I hired models to bring this vision to life. The seamless background allows the vibrant colors and intricate details of the makeup to stand out, emphasizing the creative artistry involved. Simple, dark garments further highlight the striking makeup and hair designs, drawing all focus to the faces of the models.
The style of the makeup application conveys a sense of artistic freedom and fearless experimentation. This approach aligns with the ethos of encouraging the beauty community to express themselves boldly and without inhibition. This experience directly relates to professional practice, enhancing my skills in brand development and creative direction.
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Research and developmentThe process has involved deep dives into market analysis, understanding consumer behavior, and crafting products that resonate with target demographics.
Moreover, my experience in product design has profoundly impacted my approach to packaging design. I have learned that the design of a product is intricately linked to its packaging, ensuring that the visual and functional aspects align seamlessly to enhance user experience and brand perception.