URBAN DECAY

Vice Lip Bond Campaign & Digital Launches

Urban Decay needed bold, edgy campaigns that reinforced its rebellious brand identity. I designed creative systems and standout assets for 6+ campaigns, including Lip Bond, ensuring cohesive, instantly recognizable visuals across digital channels.

THE CHALLENGE
Over the course of 6+ digital product launches and campaigns for Urban Decay, I was tasked with shaping the brand’s online presence with bold, edgy visuals. For the Vice Lip Bond campaign in particular, the challenge was to create a cohesive, instantly recognizable visual identity that captured Urban Decay’s rebellious, avant-garde style across multiple platforms — from the website to social channels — while supporting the broader series of ongoing campaigns.

STRATEGY
I approached this by creating a scalable visual system for digital campaigns:

  • Developed creative guidelines incorporating tape, paper rips, textures, and cutouts to establish a distinct, recognizable style that could be applied across multiple launches.

  • Designed assets for both the website and social channels to maintain a unified brand voice while giving each campaign room for creative expression.

  • Ensured that the visual language could be easily adopted across future campaigns, providing a repeatable system that reinforced brand identity.

SOLUTION / CREATIVE

  • Art directed and designed campaign-specific assets for Vice Lip Bond, including website banners, social posts, and promotional visuals.

  • Applied the developed creative framework to ensure each piece reflected Urban Decay’s raw, rebellious tone while remaining cohesive with the overall brand.

  • Collaborated with cross-functional teams to align creative output with marketing goals and campaign strategy.

IMPACT

  • Established a cohesive visual framework that strengthened Urban Decay’s digital presence and made campaigns instantly recognizable.

  • Enabled a consistent brand identity across multiple launches, improving efficiency in asset production.

  • Elevated audience engagement with campaign visuals that were bold, memorable, and aligned with the brand’s signature style.

MY ROLE: LEAD DESIGNER

CONCEPTING | DESIGN | STRATEGY

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