Sephora's hugely popular social influencer program gets as many as 15-20k applicants a year. In 2024, my team and I were tasked with updating the old grungy identity to something more sophisticated, on-brand with Sephora corporate brand while infusing new assets with the energy and thoughtfulness that would welcome our new ambassadors each year.
Below: A newly-inducted squad member gets her official pic taken at a launch event. Event design by Sephora team.
Old grungy identity pre-refresh:
Below: Our updated logo reflects the value of diversity in our squad, and how these talented individuals come together come to make something greater than the "sum of their parts"
In the launch videos for Sephora Squad in 2024, we focused on the diversity of their beauty and talent, and that they reflect the diverse customer base at Sephora. We also celebrated their momentous achievement in having reached this point in their atypical career paths.
Below: the Squad website, built in partnership with our agency Instrument. A place to learn about the program and application process, and look up past participants and mentorship opportunities. The screen recording showcases the interactivity and movement intentionally built throughout the site, to reflect the forward-thinking program.
The squad receives generous gratis, accompanied by our quarterly newsletter. The newsletter often features the squad, and provides them inside scoop into the top products for the season.
Below: images captured at Squad events. Squad members have access to mentorship from Sephora's founders, Squad alumni, makeup artists and executives at Sephora. We also feature them in our organic social content and campaigns. The program accelerates their network and teaches them skills they can carry into their career way beyond their year as squad members.
Below: A selection of on-brand organic social videos concepted and art-directed by my team, showcasing the individuality of the Sephora Squad. My role in the creation of these videos was to pitch videos for various brand activations, help my team narrow down the strongest concepts, coach them to strengthen the concept and sweat the details, ensure flawless execution on-set and a tightly edited output. Additionally, I made sure we played to the strengths of the squad members, always prioritizing authenticity over slaving to the script.