URBAN DECAY

Vice Lip Bond Campaign & Digital Launches

Defining a bold, rebellious visual framework for Urban Decay’s digital campaigns, built to scale across multiple launches.

Across a series of six-plus digital product launches, I helped shape Urban Decay’s online presence through a cohesive, instantly recognizable visual language that reinforced the brand’s unapologetic, avant-garde identity.

I developed a flexible creative framework rooted in raw, tactile elements—tape, paper rips, textures, and cutout treatments—designed to function as a unifying system across campaigns while allowing each launch its own expressive energy. The direction balanced consistency and experimentation, ensuring the work felt disruptive without losing cohesion.

The visual system guided campaign execution across web and social platforms, anchoring launches like Vice Lip Bond within a broader, repeatable structure. Each campaign contributed to a larger brand narrative, strengthening recognition and reinforcing Urban Decay’s distinctive digital voice.

ROLE: LEAD DESIGNER

CONCEPTING | ART DIRECTION | DESIGN | CAMPAIGN SYSTEMS