Client / TULA Skincare
TULA is a brand built on the power of probiotic extracts & superfoods. They believe that the same type of ingredients that are good for your body are also great for your skin. They focus on being healthy, not perfect & on empowering everyone to feel confident in their skin.
TULA brand evolution
As Creative Director, I led a broad range of branding updates spanning: color palette refresh, icon redesign, speciality packaging design, large scale photography campaigns, both on model and product / still life, website refreshes, paid social, and more to drive the brand forward as the go-to, clean, millennial skincare brand.
The current TULA site felt disconnected from other touchpoints of the brand, and without any color theory employed across the interface the brand expression was diluted. I proposed introducing secondary and tertiary colors, a secondary brand typeface as well as oversized menu navigations on mobile. Large scale submenus and photography on flyouts improve the overall visual design and UX, while still remaining quintessentially TULA.