Ulta
Our culture says beauty is superficial. Ulta Beauty knows that it’s anything but; they believe that beauty can play a meaningful role in all of our lives.
It can fuel our dreams. Blow our minds. Lift us past our limits, and live inside us all. Ulta made a big shift in brand positioning from Fun, Fresh & Real to Real, Fresh& Fun – with a focus on Real.
Because there is nothing more beautiful than possibility; Beauty has power, passion, and purpose. It’s a space for mindfulness and reflection. It’s a social bond and a tradition passed down from generation to generation. There is no limit to what beauty can do.
The Possibilities Are Beautiful campaign established the brand’s new tone, new look and a new POV on how beauty is what you bring to the table.
Design System
In this new design system, the 3 new fresh and clean typefaces are introduced. They replace the initial one to update and upgrade all visual communications. The refreshed brand colors pair with complimentary and compatible colors to break the monotony of the “Orange” brand. New design elements also implemented to give the brand look and feel the right balance of “Real” and “Fun”. Here are some pages from a brand-book.
Patterns: Organic + Original
Original & Organic is the main design philosophy for these 4 new patterns. Inspired by the beauty of applying to makeup and its texture. They are fresh & fun with limitless color combinations, yet still accessible and authentic to anyone.
