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All THE FACES of M·A·C COSMETICS

M·A·C built its reputation on artistry, self-expression, and cultural relevance. As the beauty industry adopted similar language around inclusivity, what once made the brand feel radical became quite expected. The rebrand explores how M·A·C can evolve that legacy, shifting from defining beauty by categories to allowing identity to exist without an explanation.

  • Lead Designer

    • ​Campaign concept development

    • Visual direction

    • Art direction for inclusive imagery

    • Layout and typography

    • Marketing and promotional design

  • The beauty industry promotes individuality, but the systems behind it, shade naming, product organization, and messaging, often still rely on rigid/predefined structures. The opportunity was to make it feel more flexible, intuitive, and user-driven, not to remove the structure entirely.

    • Evolved M·A·C’s legacy of self-expression into a less prescriptive brand experience

    • Created a packaging system designed for clarity across multiple SKUs

    • Developed a shade finder concept that prioritizes flexibility over rigid classification

    • Translated the campaign across packaging, digital, motion, and other touchpoints such as airport ads and PR boxes

  • Adobe Illustrator, Adobe Photoshop, Adobe InDesign

PRODUCT SYSTEM

SHADE EXPERIENCE

CAMPAIGN & MOTION

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