E.L.F. HARMONY PROJECT

Role: Served as design lead under Senior Director to establish e.l.f. harmonized design principles for existing core and new global packaging launches moving forward.

Challenge: Eliminate region specific US, CA and EU packaging by harmonizing into one global design for e.l.f. product families and packaging formats. Global packaging must have a clean, streamlined aesthetic while including 9 languages, region specific cautions and legal info.

Solution: Established design principles to visually separate English/French product name, key benefit, shade name and back panel copy layouts. Established streamlined logo size and positioning guideline based on extensive study of existing product portfolio. Led weekly team meetings, presenting key global design examples to CCO for approval.

Refined e.l.f. clean, vegan, cruelty-free iconography for global use, adding non-comedogenic and fragrance-free icon designs.

Led case for custom designed “Fair Trade Factory” seal to be used on e.l.f. packaging, winning approval from Fair Trade USA.