Bluemercury
Rebrand & 25th Anniversary - 2024
Services:
Art Direction
Graphic Design
Web Design
Retail Design
Interior Design
Spring of 2024, I worked with Bluemercury on the launch of their rebrand and their 25th Anniversary campaign. The rebrand work began in the winter of 2024, and the launch date was September 21st, 2024. For the launch, I worked on the overall art direction of the rebrand and the 25th-anniversary assets. This included photography, illustrations, and graphic components. I developed mocks, pulled inspiration, and used AI to provide the art direction on these assets. In addition to working on art direction, I helped redesign their website. I worked closely with the internal Bluemercury team and contracted web development team to ensure the website design was fully aligned with the rebrand. I also assisted with email design and trained the Bluemercury team on how to use Figma. While collaborating with their team I developed design systems and libraries in Figma for the team to use. After launch I have been continuing to work with the team on their holiday creative.
Role: Designer and Art Director @ LPM.LA agency | Collaborators: Jules Camposano, Richard Gleason
Illustration Mood Board
Photography Mood board
Mood Boards & Art direction
Creating moodboards laid the foundation for Bluemercury’s 25th anniversary rebrand, establishing a visual narrative that seamlessly blends the brand’s heritage with a fresh, contemporary aesthetic. The art direction embraces a sophisticated palette of deep blues, soft neutrals, and metallic accents to convey timeless elegance and celebratory luxury. Photography captures elevated flat lays, intimate lifestyle moments, and minimalistic product compositions, evoking warmth and authenticity. Illustrations draw inspiration from high fashion, utilizing watercolor techniques and strategic pops of blue to add visual interest and a refined, artisan quality. The overall direction encapsulates a sophisticated yet approachable luxury aesthetic, aligning Bluemercury with modern beauty and wellness.
Final Illustrations
Final Photography
Brand Guidelines
Refining and developing Bluemercury’s 2024 brand guidelines involved creating a cohesive framework that aligns with the brand’s evolved positioning as a modern, luxury beauty and wellness destination. The guidelines were crafted to establish consistency across all touchpoints, from visual identity to messaging tone. The color palette was refined to include rich, deep blues and soft, muted neutrals, complemented by metallic accents that evoke sophistication and understated luxury. Typography was elevated through the use of sleek, modern serif and sans-serif pairings, balancing classic elegance with contemporary minimalism. Photography direction was defined to emphasize elevated flat lays, clean product compositions, and warm, aspirational lifestyle imagery, reinforcing the brand’s premium positioning. Additionally, graphic elements such as refined iconography and custom patterns were developed to add visual interest and brand recognition across digital and print assets. The updated guidelines serve as a comprehensive tool for maintaining brand integrity while allowing for creative flexibility in campaigns, product launches, and in-store experiences.
Design Application
The design application for Bluemercury was developed to deliver a visually cohesive and user-focused digital experience that aligns with the brand’s refined 2024 identity. Serving as a versatile tool for marketing, merchandising, and in-store communication, the application integrates Bluemercury’s sophisticated visual language throughout. A minimalist, grid-based layout leverages the updated palette of deep blues, soft neutrals, and metallic accents, maintaining a polished, premium look. Typography was thoughtfully curated to balance clarity and elegance, combining sleek sans-serif and modern serif fonts for an editorial feel. Interactive elements, such as intuitive navigation and dynamic product displays, engage users while reinforcing key brand messaging. Photography and illustration styles further elevate the aesthetic, incorporating refined product shots, lifestyle imagery, and subtle watercolor accents to convey a sophisticated yet approachable tone. The resulting application not only strengthens Bluemercury’s elevated brand identity but also provides a unified framework for executing campaigns and visual storytelling across digital and physical platforms.
Email Design
Website Design
Results
From a design perspective, Bluemercury’s website has experienced remarkable growth, with sessions up by 87% and total sales increasing by 48%, highlighting the site's ability to attract and engage a much larger audience. A notable traffic spike in January points to the success of seasonal promotions and well-executed campaign design. Since the rebrand last fall, the brand has seen strong overall sales performance and a rise in average order value, reflecting a compelling and well-targeted product presentation. Overall, Bluemercury has achieved significant growth both digitally and in stores, signaling the positive impact of its refreshed brand experience.