Bringing luxury to every detail
Designing Lash Affair’s Signature Look
I'm Shelley, an art director passionate about elevating beauty brands through modern, strategic design. With a focus on clarity and impact, I help brands like Lash Affair stand out in a crowded market.
I believe great design is both beautiful and purposeful. My process is rooted in research, collaboration, and a passion for details that make brands memorable. I’m inspired by the ever-evolving beauty industry and love translating trends into timeless visuals.
From 2018 to 2019, I led the art direction for Lash Affair’s brand transformation, delivering a comprehensive suite of design solutions. This included creating a modern monogram logo, redesigning their website for a luxury feel, developing cohesive banner ad campaigns, and directing the layout of their product catalog. My work unified the brand’s visual language across packaging and digital platforms, helping Lash Affair position itself as a serious contender in the competitive lash industry. The result was a clean, versatile, and trend-forward identity that elevated the brand’s presence and connected with its audience effectively.
Lash Affair’s mission is to empower beauty professionals through luxury products and education. My art direction brought this mission to life through modern, trend-driven design.
Monogram
Lash Affair Monogram & Brand Refresh (2018–2019)
Challenge: Lash Affair needed a modern monogram to compete in a crowded beauty market.
Process: Researched competitor packaging and current trends to inform a clean, versatile monogram design.
Solution: Developed a bold, contemporary monogram that elevates packaging-from lash tubes to catalogs-ensuring instant recognition.
Results: The new monogram excited the client and positioned Lash Affair as a serious contender in the lash industry.
Role: Art Director / Brand Designer
Banner AD Campaigns
Lash Affair: Banner Ads & Campaigns
Challenge: Design eye-catching digital ads to drive product awareness.
Process: Campaign concepts and design iterations.
Solution: Gallery of banner ads in context.
Result: Increased click-through rates and brand consistency.
Rebrand & Product Catalog
Challenge: Unify the brand’s look and feel across all touchpoints. This includes bringing print and digital to life.
Process: Brand guidelines, color palette, and typography choices.
Solution: Spreads from the product catalog, connections to live site products.
Result: A cohesive, trendy brand identity positioned Lash Affair as a market leader.
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