Jane Cosmetics — Lead Designer & Art Director, 2015–2017Bringing a cult classic back to life.
Jane Cosmetics was a mass-market makeup brand with a loyal following and a complete rebrand ahead of it. As lead designer I oversaw the creative across website, photography, email, digital strategy, holiday campaign, print, and retail merchandising — working with marketing and cross-functional teams to bring the brand back to relevance for a younger audience at Rite Aid and Target.com.
Relationship: Staff Designer, Stila / Jane Cosmetics 2015–2017
Scope: Website · Photography · Email · Holiday Campaign · Print · Retail
Retail: Rite Aid · Target.com
Audience: Mass market, younger beauty consumer01 — WebsiteA digital home for an analog 90s brand.
The website needed to do two things at once — honor the brand's nostalgic equity while signaling a fresh start. I led the complete rebuild: platform migration, updated visual imagery coordinated with the new product direction, and digital assets unified across social and email for a consistent 360 experience. I directed and shot all of the beauty imagery.
02 — PhotographyDefining the look.
I art directed and photographed beauty shots for the campaign — featuring the new white floral packaging for use on the website and in emails. I also art directed the model shoot for the "Get the Look" box sets.
03 — Holiday CampaignTwinkle Through the Night — holiday 2015.
With a lean budget and a tight timeline, I led this holiday campaign from concept through execution. I developed the creative concept around the Twinkle Through the Night glitter eyeshadow palette — sourcing wardrobe, casting models, photographing on location, retouching, and designing all digital assets including homepage tiles and email campaigns. The campaign ran across web, email, and social.
CAMPAIGN PHOTOGRAPHED ON LOCATION. WARDROBE, CASTING, PHOTOGRAPHY, RETOUCHING, AND DIGITAL DESIGN BY SARAH MORAN.
HOLIDAY EMAIL CAMPAIGN
04 — PrintJane Magazine — designed for the buyer meeting.
I led the design of a brand magazine created for buyer meetings — a print piece that communicated the brand's new direction through photography, product design, and campaign imagery. Designed to leave the room still talking about Jane.
05 — RetailRite Aid gondola — taking it to the shelf.
The 360 overhaul extended to the retail floor. I worked with marketing to develop the merchandising strategy and design for the Rite Aid gondola unit — bringing the brand's refreshed visual identity into the physical retail environment.
