OPPORTUNITY

Create a new brand identity for ULTA Beauty, including a new name, tag line, logo, and brand standards manual. Display the new brand through a series of touch points. 

 

SOLUTION

ULTA Beauty was created to provide a one stop shop for all prestige, mass, and salon products. This concept of having all beauty products available in one store was both new and unique.  I wanted to communicate that not only is ULTA unique, but its customers are unique as well.

 

Chameleons are one of the only animals that change their appearance to communicate with others. When women put on makeup, they are communicating something about themselves. The chameleon is a symbol not only for who ULTA is as a company, but who their customers are as individuals as well.