Brand 2018

Elevating beauty essentials for Jet's brand relaunch.

Role: Art direction, styling

As part of Jet's 2018 rebrand, the Beauty category was overhauled to appeal to the new urban, millennial customer demographic. I was tasked with creating a new, clean look for the category while ensuring to be resourceful in the process. The result was a luxury and effortless look, that contributed to the overall brand perception.

Concept Phase

Going into the brainstorm phase of this project, I wanted to make sure to keep the art direction clean and focused on the product. I believed that through simple tools, we could achieve an elevated look that could resonate with our customers.

Photography

We landed on creating simple but dynamic art direction through purposeful styling, use of textures, and smart use of organic lighting and the effects it created.

Final Campaign

The final photography were used as the main imagery for our beauty re-launch campaign, as well as wayfinding headers on site. 

Collaborators:

Jet.com Creative Director: Eurie Kim

Jet.com Art Director: Anne Ritchie

Photography: Shirley Yu

Additional Design: D3 NYC