The ask —

Ariana Grande had a vision for r.e.m. beauty: an interstellar dreamscape tinged with retro-futurism—sleek, ethereal, vivid, weightless, and limitless. We were asked to bring her vision to life through a brand design system, art direction, social content, eCommerce, marketing emails, and a teaser and launch campaign.

My role —

I worked directly with Pattern Agency to develop brand design system concepts that struck the perfect balance between Ariana’s vision and a scalable, systematic approach. These designs were flexible enough to be applied across nearly any channel and touchpoint, including those that wouldn’t be rolled out until much later.

I led the development of core stylistic pillars—typography, art direction, animation, color usage, UX/UI elements, and brand voice. I also designed all email and social templates, and took a hands-on role in directing the UX/UI and visual design for site.

We presented our concepts directly to Ari and her team, discussed her feedback, incorporated her direction, and then started crafting the teaser, launch campaign, eCommerce site, and the entire brand identity system.

Oh, and I was sworn to a blood oath of secrecy the whole time.

Skills I brought to the table: Leadership, Art Direction, Visual Design, Design System, UX/UI, eCommerce, Email templates, Launch Campaign, Social Content and Project Management