Mary Kay

I spent a little less than 7 years at Mary Kay, serving as a Senior Designer and Creative Director. While at Mary Kay, I led the Global Brand and Packaging Design Team responsible for developing design strategies and solutions across all product lines and global sales regions.

We partnered with a vast array of internal teams and managed a worldwide network of external vendors to support the concept, development and production of branding, marketing, and packaging solutions across all skin care, cosmetic, and fragrance categories. Our cross-functional teams collaborated to develop brand and product architectures, marketing frameworks, product and model photography, branded experiences, and the Pink Cadillac Career Car Program.

One of our key initiatives was to transition the Mary Kay brand strategy and visual identity from a house-of-brands to a brand-of-houses. Over years of new product launches and conflicting brand strategies, the Mary Kay brand identity began to play second fiddle to the product brands. The dominant role of the sub-brands had minimized the relevancy of the Mary Kay brand and heritage, and created a fragmented and confusing product portfolio.

Guided by the new masterbrand strategy, we defined a product architecture and developed a refreshed visual identity that allowed the Mary Kay brand to once again be elevated above the identities of the sub-brands. The new visual identity flowed through all products and services, allowing the Mary Kay brand to be expressed in bold new ways while opening opportunities in new markets and customer segments. The new product architecture was easy for the sales force to navigate, marketers to message, and customers to recognize and understand.