LUMIFY - Natural Beauty

Senior Art Director | Barker

In 2020, we developed a new LUMIFY campaign that emphasized embracing natural beauty and eye color. For our video and still assets, we showed the diversity of LUMIFY consumers by including models of varied age, race, and gender. Aside from refreshing our brand assets, we officially kicked off our LUMIFY Lovers loyalty program to include a digital presence and new materials—such as tutorials by celebrity makeup artist, Vincent Oquendo. Soon after the launch of our new campaign, sales increased by 20% and have continued to trend upward into 2021.

My Role: As the Senior Art Director, I designed all primary creative assets including the graphic elements used in the commercial and tutorial videos, print ad and promotional materials, brand guideline refresh, and website update. I guided all phases of the commercial, tutorial video, and photo shoots including concepting, storyboarding, casting talent, attending shoots onsite, and post-production finalization.

Deliverables: commercial, tutorial videos, website, social, print materials, brand guidelines, photo shoot

Production + Photography: Vicky Lawton