For Bluemercury’s 2024 Holiday Campaign, I led the art direction and orchestrated a multi-channel visual experience that blended sophistication with seasonal warmth. My work centered on crafting the digital experience across the brand’s website, including the homepage, the curated Staff Picks gifting page, and an expansive Gift Guide designed to inspire and streamline holiday shopping. The visual identity I developed was rooted in a luxurious palette of cool silver tones, soft light refractions, and subtle hints of Bluemercury’s signature blue—elements that elegantly tied into the brand’s 25th-anniversary celebration while also spotlighting its elevated product photography and prestige positioning.

This holiday aesthetic extended well beyond the website. I carried the look and feel across social media, email marketing, and in-store visuals to ensure a cohesive and immersive brand narrative. Every asset was carefully considered to reflect both the festive spirit of the season and the timeless sophistication Bluemercury is known for. In tandem with campaign execution, I also designed signage for new store openings during the holiday period, blending the campaign’s refined visual language with retail storytelling. The result was a fully integrated brand experience that felt both celebratory and elevated—inviting customers into a world of curated luxury at every touchpoint.

Role: Designer and Art Director @ LPM.LA agency | Collaborators: Jules Camposano, Richard Gleason