KIEHL’S

SOCIAL MEDIA STYLE GUIDE

Translating Kiehl’s heritage and brand strategy into a flexible social system designed to resonate with Gen Z across global markets.

Kiehl’s set out to refresh its social presence to better connect with Gen Z while maintaining the brand’s credibility, heritage, and distinct urban edge. The challenge was not reinvention, but reinterpretation—evolving how the brand showed up culturally while staying unmistakably Kiehl’s.

I developed the art direction and visual framework for a global social system that bridged Kiehl’s East Village roots with a more contemporary, street-informed expression. The direction combined apothecary cues with handcrafted, collage-driven elements to create a look that felt expressive, approachable, and culturally relevant without losing authority.

The resulting digital brand book functioned as both a creative north star and a practical toolkit, giving local teams clear guidance while leaving room for adaptation. The system enabled consistent, on-brand storytelling across markets while supporting a wide range of content formats and cultural contexts.

ROLE: LEAD DESIGNER
CREATIVE DIRECTOR: JAMIE GONZALEZ

CONCEPTING | STRATEGY | DESIGN | BRAND TRANSLATION | SOCIAL SYSTEMS | VISUAL FRAMEWORKS | GLOBAL TOOLKITS