Bluemercury
2024
Rebrand & 25th Anniversary
Services:
Art Direction
Graphic Design
UI/UX Design
Email Design
Retail Design
Branding
Packaging Design
In Spring 2024, I had the opportunity to work closely with Bluemercury on one of their most significant brand milestones—the launch of their full rebrand and 25th Anniversary campaign. The rebrand initiative began earlier that year in winter, building momentum toward a highly anticipated reveal on September 21st. I led the art direction across both the rebrand and anniversary campaign, crafting a visual identity that felt timeless yet modern, elevated yet approachable—mirroring Bluemercury’s evolution as a brand rooted in luxury beauty and innovation. From conceptual development to execution, I helped shape the creative vision through curated photography, custom illustrations, and refined graphic elements that brought the new brand ethos to life. My process included building detailed mocks, sourcing moodboard inspiration, and incorporating AI tools to explore visual direction and enhance creative development.
Beyond campaign assets, I played a central role in redesigning the Bluemercury website, ensuring a seamless digital translation of the rebrand. I collaborated with the internal creative team and an external development agency to restructure the site’s layout, elevate UI design, and build a more immersive, customer-centric experience. I also contributed to the brand’s digital ecosystem through email design, creating flexible templates that aligned with the refreshed identity. To support Bluemercury’s internal workflow, I introduced scalable design systems in Figma, building out intuitive component libraries and personally training the team on how to use them effectively. This work laid the foundation for a more agile and cohesive design process across departments. Following the September launch, I’ve continued collaborating with the team on seasonal creative, including their holiday campaign—helping extend the rebrand’s visual language in a way that remains consistent, fresh, and emotionally resonant across all touchpoints.
Role: Designer and Art Director @ LPM.LA agency | Collaborators: Jules Camposano, Richard Gleason
01 Background
Rebrand & 25th Anniversary - Photography - On Figure & Product
Rebrand & 25th Anniversary - Illustrations
Rebrand & 25th Anniversary - Brand Guidlines
Rebrand & 25th Anniversary - Email Design
Refining and developing Bluemercury’s 2024 brand guidelines was a foundational step in translating the brand’s evolved identity into a cohesive, elevated visual language. Rooted in its positioning as a modern luxury beauty and wellness destination, the guidelines were designed to ensure consistency across every touchpoint—from in-store environments to digital campaigns. The updated color palette introduced a refined mix of rich, deep blues and soft, muted neutrals, accented with metallic tones that evoke quiet sophistication. Typography pairings of modern serifs and clean sans-serifs added a layer of contemporary elegance, while the photography direction embraced elevated flat lays, warm lifestyle moments, and clean product compositions to express a premium, aspirational tone. Custom iconography and subtle graphic patterns were also developed to reinforce brand recognition and add visual richness across both digital and print materials.
Building on this foundation, the design application brought the updated brand to life through a user-focused, visually cohesive digital experience. Designed to serve marketing, merchandising, and in-store communications alike, the application integrated Bluemercury’s sophisticated aesthetic through a minimalist, grid-based layout and intuitive navigation. Dynamic product displays, editorial-style typography, and interactive elements created an immersive user experience while supporting storytelling and commerce equally. Thoughtfully art-directed imagery and soft watercolor illustrations further enriched the brand's visual tone—balancing elevated beauty with approachability. The resulting system not only strengthened Bluemercury’s reimagined identity but also provided a flexible, scalable framework for campaigns, product launches, and seamless brand execution across all channels.
02 Process
Rebrand & 25th Anniversary - Website - Enhanced Product Detail Page
Rebrand & 25th Anniversary - Website - Product Detail Page
Rebrand & 25th Anniversary - Website - BlueRewards Page
Rebrand & 25th Anniversary - Website - Account Page
The Bluemercury website experienced notable growth from November 1, 2024, to January 1, 2025, with sessions increasing by 55% to 4.21 million,
driven by holiday promotions, email marketing, and targeted campaigns around Black Friday and Cyber Monday. This surge presents an opportunity to
optimize landing pages and implement dynamic product recommendations to convert new visitors. Total sales nearly doubled to $19.63 million,
indicating successful promotional strategies and potentially higher average order values (AOV), supported by a slight increase in the conversion rate to
2.1% (+8%). To capitalize on this trend, prominently display limited-time offers on key pages, incorporate countdown timers, and streamline the
checkout process with clear CTAs. Orders increased by 72% to 104,019, aligning with higher traffic and sales, suggesting a strong product-market fit.
Adding quick-buy buttons, showcasing product bundles, and integrating order tracking can further enhance the customer experience. Despite higher
traffic, the conversion rate has only modestly improved, indicating room for optimization through clearer navigation, user-generated content, and
express payment options. Enhanced product pages, targeted landing pages for holiday promotions, AI-driven product recommendations, and exit-
intent popups offering targeted discounts could significantly boost conversions and revenue.