URBAN DECAY

INSTAGRAM CONTENT

Defining a cohesive, high-impact visual system for Urban Decay’s Instagram presence through art direction and team leadership.

Urban Decay wanted its Instagram presence to more clearly express its bold, edgy, and unapologetically expressive brand identity through a cohesive, social-first visual system. The challenge was creating a dynamic feed that could support frequent launches and promotions while maintaining a consistent, unmistakable point of view.

As lead designer, I developed the visual system and art direction for the social grid, establishing an aesthetic that blended campaign imagery with social-specific content and a raw, collage-driven approach. The direction created a recognizable rhythm and visual cohesion across posts, stories, and social-specific photography.

In addition to shaping the look and feel, I guided junior designers and set creative standards to ensure consistency, quality, and cohesion across ongoing content. The resulting system supported scale without diluting the brand’s voice, enabling Urban Decay’s social presence to remain bold, expressive, and immediately recognizable.

ROLE: LEAD DESIGNER