Clinique —
Clean Design, Bigger Impact

Senior Art Director & Visual Designer

Scaling an Iconic Beauty Brand Across Digital

I translated Clinique’s established identity into flexible digital campaign systems across seasonal stories, e-commerce, email, and social. My work included visual concepting, art direction, layout systems, typography, product storytelling, responsive adaptation, and the evolution of guidelines that helped maintain consistency across teams and channels.

The Challenge

The challenge was to create variety without losing consistency. Every campaign needed its own visual energy while still working within Clinique’s established brand language, responsive formats, and fast-moving production needs.

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Approach 01.

Product Storytelling

Texture, ingredient, annotation, and product-composition work.

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Approach 02.

Scalable Digital Systems

Modular layouts created for multiple templates and formats, emails, and reusable structures.

Approach 03.

Brand Evolution

Typography, icons and Clinique’s expanded language.

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The Outcome

The work created a more flexible and cohesive digital expression for Clinique—allowing individual launches to feel fresh while protecting the clarity, recognition and equity of the wider brand.