RARE BEAUTY
I See You
2025
ROLE
Art Director,
Graphic Designer
DELIVERABLES
Art direction, Video Campaign, Logo, Email, Social Assets, Printed Collateral
THE CHALLENGE
Project Description
In Winter 2024, I worked with a team of Black women across departments at Rare Beauty to create and launch our first Black History Month campaign. We wanted to find a way to highlight the soft, vulnerable and feminine side of Black womanhood without leaning too heavily into the usual stories about boldness, strength and royalty
"I See You," was inspired by a phrase often shared among Black women. It is a gentle way to recognize and connect with each other's presence, efforts, and resilience. At work, it also reminds us that we are seen and valued in places with limited representation.
MY ROLE
What I Did
I led the visual direction for the campaign from initial concept to execution.
Created the mood board, color palette, and custom logo
Art directed the photoshoot and guided visual storytelling
Designed assets across social media, email, and print
Collaborated cross-functionally with brand, marketing, and creative teams
Supported the launch with printed collateral at our influencer celebration
SUMMARY
Impact
“I See You” offered a more nuanced portrayal of Black womanhood, sparking meaningful dialogue around identity, softness, and solidarity. The campaign was featured in Hypebae, Ad Age, and Black Beauty Roster for its cultural relevance and originality.
Engagement:
1.4 Million Impressions on Instagram
73% Email Open Rate (Higher than average)