Beauty Prep School
Beauty Prep School is a Refinery29 destination that explores the beauty basics through a showcase of original video tutorials. The Refinery29 editorial team, cast of beauty pros and sponsors (OPI, Pantene, Neutrogena, Almay and Sally Hansen) worked together to craft narratives for 24 videos, such as "How To Use A Curling Iron For Perfect Beachy Waves." I conceptualized the overall visual direction with the Creative Director, designed the program branding, collaborated with the UX/product teams on the architecture and worked closely with the photo and video teams to keep the aesthetic consistent. With the concept of simplicity at the forefront, we used color and dynamic crops in both the photography and videography to create graphic impact. The models were directed to enhance this aesthetic through playful, graphic body language. The branding is embellished with a set of beauty related icons that I illustrated to mirror the style of the new core R29 iconography. A subtle nod to elementary education was included in the composition notebook pattern within the program header. The final product was a true collaboration between the R29 design, editorial, photo, video and UX/product teams. Beauty Prep School was a success and was nominated for an AIGA award in 2014.
Creative Direction - Piera Gelardi
Photography - Amelia Alpaugh, Julia Robbs
Video - Spencer Mandell, Jack Pearce, Kenny Wu , Chris Beer
Photo Editor - Ida Hariri