Well People
A brand refresh and e-commerce system for a clean beauty pioneer.
OVERVIEW
When e.l.f. Beauty acquired Well People, the challenge was figuring out how to make the brand relevant at scale without erasing what made it special. Well People had a loyal following built on clean, minimalist beauty. The work was to honor that while giving it a creative system that could actually compete.
THE IDEA
The rebrand kept the brand's natural, understated point of view but sharpened everything around it—visual identity, photography, e-commerce, merchandising. The goal was elevation without alienation: make it feel more considered, not more corporate.
MY ROLE
I led the creative direction and execution across brand visuals, partnering cross-functionally to ensure alignment across design, digital, and marketing touchpoints.
RESULTS
The updated creative identity and e-commerce system strengthened Well People’s visual presence and provided a cohesive foundation that led to a 200%+ increase in digital sales.
Photography.
Paid Media.
Organic Social.
Digital.
Visual Merchandising.
Photography: Joshua Pestka, Alex Bohn
Makeup: Colby Smith, Megan Kelly
Hair: Jeff Francis
Styling: Liz Cresci, Ray Oliveira
Sets: Chris Gaskill
Prop Styling: Michele Faro
Art Direction: Isabella Alesci, Cat O’Brien
Design: Cat O’Brien, Julianna Lukacs
Visual Merchandising Design: Peter Rossetti
Copy: Elizabeth Funk, Vanessa Demske
Retouching: Jess Gaber, Juan Dreyfus
Production: Jess Kahn, Heloise Goodman