What I worked on:
Art Direction, Collage, Digital Assets, Motion, Email, Social, Online, Print.
Beauty School began as a bi-monthly digital editorial, showcasing the best of Harvey Nichols cult beauty products in an educational format. As principal designer for CRM and social channels, I work with our still-life stylist and photographer to create engaging content with a collaged visual approach, evocative of a (very elevated) school notebook. In Spring 2023, the franchise was brought to life for the inaugural Beauty School Event at Harvey Nichols, Knightsbridge.
Animated hero for the SPF campaign. Styling: Jaclyn Basile, Still-Life Photography: Sophia Cliffe
Animated hero for the Lips campaign. Styling: Jaclyn Basile, Still-Life Photography: Sophia Cliffe
Product callouts for Fenty and Kilian, as part of the lips campaign.
As with all Harvey Nichols campaigns, Beauty School stretches to meet a large variety of formats across our channels. It's crucial that assets align to the overall brand, as well as shouting the identity of the individual campaign. As well as designing the assets, I work with channel marketing teams to consider their most effective placement, maximising the campaign's commerciality.
The Haircare campaign on social stories. Styling: Jaclyn Basile, Photography: Sophia Cliffe
Intro animation for the Haircare campaign on social stories.
Digital banner created for the Haircare campaign.
For the first Harvey Nichols Beauty School event, I advocated using the digital identity to promote consistency across the HN brand. Working with display and events teams, I carried the collaged aesthetic over to POS and event signage, ranging from till-point marketing to directional arrows to tickets. This was a huge undertaking but paid off with a successful first event and plans for more to come in future.
Signage and other print materials at the Spring '23 Beauty School Event. Photography: EVERYNIGHT Images
An instore promotional poster for the event, featuring the collage treatment.