For this project, we were tasked with picking a large, well-known brand that is in desperate need of a brand identity redesign. As someone who loves fashion and makeup, Ulta was an easy choice, and I was shocked at some of the things I found in my research.

Ulta is the number one, top-selling beauty brand in the US, and their target customer that usually shops there are women with a higher income. However, Ulta’s brand identity doesn’t match their mission or their target customer. I wanted to refresh Ulta’s brand identity in a way that matched their company values and customer base while maintaining the integrity of what exists currently.

The final design reflects their mission of being a warm, welcoming, and fun place to shop through its use of typography, graphic elements, and bright colors while portraying the image that Ulta is a high quality, top-selling brand.