I led creative at NYX Cosmetics immediately after the brand’s acquisition by L’Oreal, during a time of explosive growth and expansion. I oversaw a rebrand that crossed all customer touchpoints from the logo and identity, to packaging, to the campaigns, environmental design, retail displays, and the brand’s expression in ecommerce, and brand generated social media. The brand look, feel, and tone of voice laid the foundation for expansion into one of the industry’s top beauty brands.