Covergirl
Few brands have shaped the cultural narrative around beauty quite like CoverGirl. As a mainstay in the American cosmetics landscape, it has seamlessly blended mass appeal with a message of empowerment—making bold, expressive beauty not just accessible, but expected. CoverGirl has redefined what it means to be seen, heard, and celebrated in makeup.
Client
RR Donnelly/Coty Inc.
Services
Digital Assets, POS Assets,
My Role
As part of the creative team at RR Donnelley, I played a key role in executing CoverGirl’s 2024–2025 brand rollout—translating a massive library of new product photography into a cohesive, visually unified system of print and digital assets. While the client provided the imagery, the strategic and aesthetic decisions behind how those visuals came to life across platforms were in our hands.
My responsibility was to bring structure, clarity, and elevated design to a diverse range of product lines—each with its own identity, benefits, and audience. Working across packaging inserts, retail displays, social media extensions, and campaign collateral, I helped create a sense of continuity and refinement in how each product was presented. The challenge wasn’t just to make the materials beautiful, but to ensure they spoke with a consistent brand voice—modern, clean, aspirational, and accessible.
The work demanded a sharp eye for visual systems and an ability to build design language around existing assets. It was a fast-paced, high-volume environment that required precision, consistency, and an ability to think both creatively and systematically. Every asset was an opportunity to reinforce the brand’s updated look and feel while supporting CoverGirl’s broader push toward a more inclusive, contemporary identity.
