Well People
Evolving an established beauty brand while preserving what made it distinctive.
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 STRATEGY
The goal was modernizing Well People's visual identity to preserve its clean beauty heritage while creating a more contemporary and scalable brand expression. The rebrand kept the brand's natural, understated point of view but sharpened everything around it—visual identity, photography, e-commerce, merchandising.
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 refreshed creative identity and e-commerce system repositioned Well People for a new generation of consumers, creating a cohesive brand experience that contributed to a 200%+ increase in digital sales.
Identity.
Packaging Expression.
Art Direction.
Campaigns.
Social System.
Digital.
Visual Merchandising.
Agency Partner: Case
Packaging: Laura Otani + Mickenzie Noguera
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