YSL

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

Leading design execution and typographic expression across digital, print, and OOH for YSL Beauty product launches.

YSL Beauty launched multiple product campaigns, including Candy Glaze Lipgloss Stick and Touche Éclat Awakening Concealer Click Pen, requiring bold, elevated assets that translated seamlessly across digital, print, and out-of-home environments. The challenge was maintaining a cohesive, premium look while adapting the creative for different formats and moments in the public space.

As design lead, I was responsible for shaping the visual execution across channels, developing typographic layouts and design systems that ensured consistency and impact at scale. Working within established campaign direction, I defined how typography, layout, and composition functioned across social video, website assets, print, and OOH applications.

I also supported on-set execution and post-production decisions, including selects and refinements, helping ensure the final assets aligned with the intended tone and visual standards. The work extended into physical space through the design and placement of wild-posting across New York City, reinforcing campaign presence beyond digital touchpoints.

The resulting campaigns delivered a cohesive, high-impact visual presence across platforms and contributed to a series of launches that generated $6M in additional revenue.

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

DESIGN | CREATIVE TREATMENT | TYPOGRAPHIC SYSTEMS | POST-PRODUCTION