Estée Lauder Companies

JUSTIN EDWARDS

Corporate Redesign

OVERVIEW

The launch of Estée Lauder Companies as a prestigious house of beauty, was built off my concept to create a singular luxury brand that consists of 30+ brands within.

THE CHALLENGE

Convey the values of the Estée Lauder Companies to a broad and global audience to inspire the next generation.

Demonstrate overarching excellence, innovation and creativity, whilst shinning light on each individual brand.

TARGET AUDIENCE : Job Seeker, Investors, Existing Employees, PR/Media, Partner/NGO

WHAT WE DID

I created a design system and led the creative direction for art and content. The consistent look and feel was established in concert with original photography and video as well as a new brand identity (logo, fonts, colors, graphics), and a mobile first user experience that modernized the expression of the brand.

1. Content Strategy
2. Branding
3. Video and Art Direction
4. Digital Product Design

^{MOBILE & TABLET FIRST DESIGN}

^{I led the concept and position for the “House of Prestige Beauty,” to inform the visuals and experience. I designed key templates for the homepage to refienforce this, brand experiences so each of the 30+ brands could fit within, along with the careers and ancillary pages.}

^{DESIGN SYSTEM}

^{I designed modular components allowing each of the 30+ brands to curate their presence within and leverage as little or as much as they wanted. Components included a brand intro, leadership gallery, featured products, social feeds, careers feeds, and editorial content.}^{(Tablet Designs Below)}

^{ENGAGING CONTENT}

^{We worked directly with Donald Robertson (fashion illustrator), to bring to life key sections within talent recruitment in order to inject personality and style.}

^{BRAND IDENTITY}

^{My goal was to position Estée Lauder Companies (ELC) as a revered brand with an ownable visual identity that is distinct from the Estée Lauder logo. A step in achieving this was to create a new wordmark cut from a unique typeface that created a ode to the past while appearing modern and luxury.}

ART AND CONTENT

My team and I concepted, shot and produced original art, from the homepage intro video, career video interviews, to elevated product photography and corporate portraits.

PHOTO ART DIRECTION

Still life photography to reinforce the Estée Lauder Companies brand was created as atmospheric textures that framed up and supported content without being recognizable as a brand within the portfolio of brands.

Still life shot by Spencer Higgins

AWARDS AND TEAM

2017 Webby Honoree
2017 9 MarCom awards, 6 platinum, 3 gold
2017 IR Magazine People’s Choice for Innovation

Jun Lu, Nikki Huffman, Jas Rewkiewicz, Rekishia Jessup