This project offered a great opportunity to refresh the visual identity of Fragrance.com, a leading online reseller known for offering a wide selection of fragrances and skincare products at competitive prices.
I was tasked with developing a new branded look tailored specifically for in-store advertising screens. The goal was to create eye-catching, upscale visuals that reflected the variety and accessibility of the products while aligning with the brand’s evolving identity.
Lifestyle content — whether it's beauty, food and drink, or home decor — has always excited me creatively, and this project reinforced my interest in continuing to work in this space. It’s the kind of work I hope to do more of in the future.
I began the project by presenting six initial concepts. My concept design process always starts with curated mood boards to help the client explore tone, aesthetic, and visual direction — rather than jumping straight into fully rendered style frames. Once a direction is selected, I refine the visuals into more specific designs.
After a few weeks of review, the client chose to move forward with Styles 2 and 3. My creative approach for these concepts was to interpret the product experience in a literal way — using smears of makeup and sprays of perfume as graphic inspiration. From there, I developed a series of style frames based on these selected directions to guide the final look of the in-store visuals.
Of course, it always comes down to motion design! Once the style frames were locked in, I broke apart the elements, and then animated them back together to create clips that would loop in on the screens in the stores.
CLIENT: Fragrance.com
ROLE: Graphic Designer & Motion Designer
AGENCY: Straight Shot Post
TYPE: Agency