The Beauty Of...
ART DIRECTION + set DESIGN + branding design
ulta beauty
What is it?
The Beauty Of... is more than a podcast—it’s a movement. Ulta Beauty set out to challenge the industry’s narrow definitions of beauty by amplifying voices that have been overlooked. Hosted by David Lopez, the series brings in game-changing guests to explore beauty in places that are unconventional, uncomfortable, and even controversial. Each episode sparks deeper cultural conversations, proving that beauty isn’t just seen—it’s felt, questioned, and redefined.
What DID I DO?
I led the art direction for the podcast's set design and branding, collaborating with the set producer and McCann Design team to craft a visual and physical identity that embodies the essence of the series. This project posed a design challenge, as I had to work within the established brand systems while creating a unique identity that allows the podcast to stand apart from Ulta Beauty's other initiatives.
HOW DID I DO IT?
To mirror the depth and diversity of the conversations, I introduced a window motif as a central design element. This simple yet evocative shape served as a foundation that influenced everything from the set design shapes to the digital assets for the podcast and even the card game design. By creating this design north star, I ensured a cohesive and immersive experience that reflected the podcast's explorative spirit.
