Audacious Individuality

Using colorful, bold makeup in every shade imaginable to celebrate your individuality.

Client: Kat V on D / Kendo
Role: Associate Creative Director, Instore Experience

The Challenge

Kat Von D Beauty needed to create maximum impact at retail while reinforcing their brand proposition of audacious individuality. The challenge was to translate the brand's rebellious, unapologetic attitude into compelling visual experiences that would stop consumers in their tracks and communicate the essence of fearless self-expression. This location: Sephora in Dubai.

Fashion illustration of a woman with bold makeup, including dark eye shadow, winged eyeliner, red lips, and a star tattoo near her eye, wearing a necklace with the name 'Kat V D'.

The Solution

Displays and print that brought “audacious individuality” to life through three key touchpoints:

In-Store Windows: Created a bold, theatrical window display that served as a dramatic stage of color and creative options.

POP Display: Designed POP with video of inspiration that maintained the brand's edgy sophistication while guiding customers through product discovery.

Artistry Booklet: Designed a workbook that celebrated creative expression with inspirational makeup ideas and “nude” faces so customers could create their own looks. The booklet served as both a practical guide and a manifesto for self-expression, reinforcing the brand's position as a champion of individuality.

Close-up of a woman with red hair, purple makeup, and tattoos, touching her face with pink nails, with text about Kat Von D makeup.
Advertisement for Lock-It makeup products featuring concealer, foundation, and brushes with text highlighting new look, shades, and packaging.
An advertisement for Artistry Collective featuring makeup and beauty images, including various models with artistic makeup looks and promotional text about the collective and its benefits.
A black and white sketch of a woman with styled hair, one eye winking, and a star tattoo near her eye. She wears a choker with the word 'Katy' and has lines for drawing a custom look. The right side contains text about tattoo eyeliner tips on a black
Illustration of a woman with dramatic makeup, including dark eyeshadow, winged eyeliner, bold eyebrows, and red lipstick. She wears a tattoo choker and has styled curly hair. Below are five makeup products: an eyebrow brush, two eyeshadow palettes, a
Advertisement for Metal Crush Eyeshadow with nine colorful eye shadows displayed on a black background and a model with bold rainbow makeup showcasing the product.
Collage of makeup looks featuring bold eyeshadows, lipsticks, and eye makeup with various models showing different styles and colors.
Illustration of a woman with bold makeup, including bright eyeshadow, dark lipstick, a necklace reading "Kailin" and an eye makeup tutorial on the left side with step-by-step instructions.