LOOKFANTASTIC
Evolving a global beauty destination.
As LOOKFANTASTIC entered a new phase of rapid growth, the challenge wasn't to reinvent the brand, but to future-proof it.
Read more about the project
The Challenge
The business needed to produce high volumes of creative content across multiple channels and markets, but too much everyday content was being approached like a hero campaign, requiring unnecessary time and production investment.
The Creative Direction
As Executive Creative Director at THG Studios, I helped lead the evolution of LOOKFANTASTIC's brand world and creative system.
We developed a flexible framework of distinct brand worlds, photography styles and creative treatments that could be applied consistently across campaigns, digital content and everyday communications.
The system established a clear distinction between high-impact hero creative and streamlined house styles for everyday content, supported by practical guidelines, templates and briefing tools.
The Impact
A more cohesive and recognisable brand experience, with a scalable creative system designed to improve consistency, streamline production and allow creative resources to be focused where they would have the greatest impact.
Services
Executive Creative Leadership · Brand Development · Campaign Direction · Content Systems · Digital
