Gwen Stefani has a long-running personal relationship with the brand - dating back as far as the 90s, when Stefani first met Urban Decay's founder, Wende Zomnir. Stefani expresses the same values, attitude and aspirations as the brand and is complementary to Urban Decay's alternative brand image, leading way to her being the perfect front lady. Zomnir states that Stefani was chosen by Urban Decay as she feels the star breaks down barriers in style, much like the makeup brand. "We dig Gwen's innate ability to set trends and defy expectations." Gwen designed and developed the color range & packaging.
I was involved in all concept stages of the photography. I focused on catching Gwen's recognisable style and to compliment and draw eye to the graphical packaging. I developed of the styling of the set, colour palette, pattern and composition.
I lead the art direction at the product photoshoots. I created the visual assets along with overall tone and timbre of the project. Some layout designing here and there but generally overseeing the creative as a whole. Once a visual language was established, the design is rolled out by other designers into merchandising, online, marketing and social media.
@ Urban Decay