This project rebrands the retail makeup company ULTA Beauty, focusing on creating a more cohesive identity while keeping their signature color. I created a strong wordmark that can stand on its own and, through my research, I found that fashion and makeup design strongly emphasize contrast, simplicity, and powerful photography. In addition to building this brand’s new identity through various deliverables, I created a spiral-bound brand guideline book going over the new visual standards and applications.