Project contributions: Campaign branding & identity design, Campaign launch design, Window display design, Retail POS display design, Web design, Art direction, Graphic design, Print.
Created a new brand platform and visual identity through retail, e-commerce site and social media platforms in China.
Sephora is one of the biggest beauty retail chain in the world, with authentic French heritage. They curate a wide selection of the most popular beauty brands and products in the world.
In the competitive beauty retail landscape in China, Sephora wanted to stand out and play a more meaningful role in women's lives – share their beauty knowledge and philosophies, so as to inspire women to ignite their 'beauty power'.
I worked together with fellow Senior Art Director Shu Teoh, to create the brand campaign visual identity guidelines, and the first-ever window display and retail design in China, where customers would be exposed to Sephora's new brand campaign idea of ‘Beauty Power – Turn it on’.
The following examples show how Sephora inspires women to turn on their ‘Beauty Power’ through '‘Beauty Lesson #01’ for the Spring season.
Window display at Sephora flagship store in Shanghai
![](https://cdn.myportfolio.com/c8392657992d80fdd01da8f216fc1648/93f52117-8e67-4ac1-a0c2-4437aa76c1a1_rw_1920.jpg?h=b7865a2a0ae6bef6ee2ffff74f20b815)
(Translation from Chinese) Beauty Lesson #01: While others welcome Spring, you — become Spring.
Below: Infinity window display (angle view) — relief cut-out of main visual.
![](https://cdn.myportfolio.com/c8392657992d80fdd01da8f216fc1648/24e98a7a-d1ed-4b85-8d96-efa44ab1d157_rw_1920.jpg?h=160b0f61564487c2fabb6c5ec68f86ce)
Vertical/Double window display
![](https://cdn.myportfolio.com/c8392657992d80fdd01da8f216fc1648/433ebdf1-50dc-4208-a4d8-eb975a092c7f_rw_1920.jpg?h=6f66aa2d0d1beb0fbdcb8dd71dba5e4c)
In-store retail POS display
![](https://cdn.myportfolio.com/c8392657992d80fdd01da8f216fc1648/ac81c2fc-d3d0-499f-95ec-64353f31a3f7_rw_1920.jpg?h=8c55b7645a53a58e258eda35dcbc3b39)
Sephora homepage banner
![](https://cdn.myportfolio.com/c8392657992d80fdd01da8f216fc1648/467a5313-adb8-48a3-a5fe-076f350ff306_rw_1200.jpg?h=1fd6322029f58f9489485f71d538543e)
Sephora 'Beauty Power' visual identity guidelines
![](https://cdn.myportfolio.com/c8392657992d80fdd01da8f216fc1648/117f6ed8-f620-4f99-8ad0-9254e80de6a1_rw_1920.jpg?h=089910e084e7e1ecadb3bd37cec0e384)
![](https://cdn.myportfolio.com/c8392657992d80fdd01da8f216fc1648/ad2ac26a-e57a-4da3-b614-2167ce47bef7_rw_1920.jpg?h=84cba108af4532f38d0ff80594a337d8)
![](https://cdn.myportfolio.com/c8392657992d80fdd01da8f216fc1648/4bdca1be-b1af-4ab1-81eb-9304666b1874_rw_1920.jpg?h=f99c82a9e2903e8b79bbea334fa6fc2d)
![](https://cdn.myportfolio.com/c8392657992d80fdd01da8f216fc1648/143f7f08-5025-4632-86fe-5f717f642c1a_rw_1920.jpg?h=fb35985b30d33a822967e76a4ca76a6e)
![](https://cdn.myportfolio.com/c8392657992d80fdd01da8f216fc1648/556cad20-e954-4e56-b4c3-6b5f4376d6d8_rw_1920.jpg?h=3488c06268010eaf15605ca23c80275b)
![](https://cdn.myportfolio.com/c8392657992d80fdd01da8f216fc1648/bb565a04-9850-4c34-b220-0ba5498e8bf8_rw_1920.jpg?h=ea81a18aaa674584c334316dbe5889e3)
![](https://cdn.myportfolio.com/c8392657992d80fdd01da8f216fc1648/e1cd9a9a-a9e4-4142-a832-bc587f7f98f3_rw_1920.jpg?h=cc3f936cb8a63217d02d34ca1b9d2609)
![](https://cdn.myportfolio.com/c8392657992d80fdd01da8f216fc1648/dc39bc28-6009-44cf-9d3e-9b3ca375b149_rw_1920.jpg?h=beadf4b3c22c9ed00685698603fcd29f)