URBAN DECAY

INSTAGRAM CONTENT

Urban Decay wanted a cohesive, high-impact Instagram grid aligned with its updated brand identity. I shaped the visual system, guided junior designers, and oversaw content production to create a dynamic, eye-catching feed that felt unmistakably Urban Decay.

THE CHALLENGE
Urban Decay wanted to refresh its Instagram presence to reflect its updated brand identity: bold, edgy, and unapologetically expressive. The challenge was creating a visually cohesive, dynamic feed that amplified product launches and promotions while staying true to the brand’s rebellious spirit.

STRATEGY
I approached this by developing a strategic visual system for the Instagram grid:

  • Defined the overall visual direction and aesthetic, blending campaign imagery, social-specific photography, and a raw, collage-style approach.

  • Designed a scalable workflow and content strategy to produce high volumes of assets (up to 30 per month) while maintaining brand consistency.

  • Mentored and guided junior team members to ensure all content met both creative and strategic objectives.

SOLUTION / CREATIVE

  • Led the creative execution for the rebranded Instagram grid, from concept to final assets.

  • Oversaw production and design of posts, stories, and social-specific photography, ensuring cohesion across the feed.

  • Integrated the raw collage aesthetic with campaign visuals to create a visually compelling, signature Urban Decay experience.

IMPACT

  • Delivered a refreshed, cohesive Instagram presence that strengthened brand identity and resonated with Urban Decay’s audience.

  • Increased engagement by creating a high-impact, visually dynamic feed that aligned with product launches and promotions.

  • Established a repeatable system and workflow for ongoing content creation, ensuring future social assets maintained quality and brand alignment.

MY ROLE: LEAD DESIGNER

CONCEPTING | DESIGN | STRATEGY

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