"The new Wildflower Collection arrived and it's simply stunning. Bravo and a spectacular product designed, color selections and embedded consciousness into the branding. Who ever did the packaging and conceptualized the collection identity is enlightened. Very fun opening the rarity of such exquisitely well designed branding."
JULIANNE HOUGH'S MAKEUP ARTIST
A WORLD OF
I had the honor of being the featured artist selected to create the direction, art and packaging for the Fall 2017 Collection for Sigma Beauty. Initially, I was presented with the raw makeup samples that would be included in the collection and asked to give it an essence. From there, I researched season trends and created various art direction proposals based on them. Much to my delight, they selected the 'moody florals' option. Although oil paint is my medium of choice for fine art, we agreed watercolor lent itself best to invoke the feeling of both innocence and brooding we desired.
Prior to this project I had limited experience with watercolor, and was happy to expand my knowledge and technical ability to execute it properly. I presented several pieces of art as options and Amanda Williams, the Creative Director, chose one. She used it as inspiration for the names of the products as well as the collection, Wildflower.
Once the art was selected I created mockups of the packaging and upon receiving approval began building the files for production. When those files were on their way one of the photographers, Antonio Rodriguez, and I constructed the set for the photoshoot. This entailed the art be replicated at a much larger scale which demanded vastly different techniques and skills than those used to create the original rendition. With Antonio's set building knowledge and my experience with various mediums, we were able to select materials (chipboard and hosue paint) that once photographed would imitate large scale watercolor (at a fraction of the cost).
When all the photos had been shot and edited I created all promotional materials associated with the launch.
At the time of it's release it was one of Sigma Beauty's most popular collections.
A GLIMPSE INTO THE PROCESS
behind the scenes
Some of the simple materials used to create the set for the photoshoot.
The outfit I lived in for at least two weeks while constructing the set. It's called fashion sweetie, look it up. 🍑
In process shot of the set.
The final pigment palette with the original art.
The photo used for the launch.
The press kit for the collection. These beauties were sent to select influencers prior to the launch. This is the one aspect of the collection I did not design myself - my boss actually handled the creation of these and merely asked for my feedback throughout the process (which I had very little, because she did such an incredible job :-) ).