YSL

Candy Glaze Lipgloss Stick & Touche Éclat Awakening Concealer Click Pen Campaigns

YSL needed fresh, bold campaign assets across digital, print, and OOH for product launches. I crafted typographic layouts and delivered cohesive, high-impact visuals that contributed to $6M in additional revenue.

THE CHALLENGE
YSL wanted to launch Candy Glaze Lipgloss Stick and Touche Éclat Awakening Concealer Click Pen campaigns that felt fresh, elevated, and fully aligned with the brand’s high-end, bold identity. The challenge was ensuring the creative translated across multiple channels, digital, print, and OOH, while maintaining a cohesive, premium look that would capture consumer attention and drive sales.

STRATEGY
I approached this by creating a cohesive, cross-channel visual system:

• Developed new typographic layouts and design assets that could be consistently applied across digital, print, and out-of-home (OOH) media.

• Designed OOH “wild” posters strategically for high-visibility placements around New York City, amplifying campaign reach.

• Managed the end-to-end creative process, ensuring that every asset reflected YSL’s brand identity while maximizing visual impact and engagement.

SOLUTION / CREATIVE

• Designed digital and print campaign assets, including website banners, social posts, and OOH posters.

• Integrated typographic innovation and high-end visual language to make each product launch feel distinctive and on-brand.

• Led the project from concept through production, coordinating with teams to ensure consistency and alignment across all channels.

IMPACT

• Delivered a cohesive campaign that created a striking visual presence across all platforms.

• Contributed to a series of campaigns that generated $6M in additional revenue.

• Increased brand visibility and consumer engagement, reinforcing YSL’s bold, premium positioning.
  

MY ROLE: LEAD DESIGNER
CREATIVE DIRECTOR: SIDNEY HUANG
PHOTOGRAPHER: AMY TROOST

DESIGN | CREATIVE TREATMENT | POST-PRODUCTION