In 2023 I led a rebrand of Sephora Squad, one of North America's most famous influencer programs. This work included redesigning the website, application portal and marketing assets to prioritize a user-friendly experience, elevate the program’s image, and introduce a video-forward approach.‍Client BackgroundSephora Squad is a highly coveted year-long paid partnership for beauty influencers with Sephora. Influencers get to work with Sephora’s brands, star on their social channels, attend exclusive events, meet industry experts, and more. The previous website and application portal were in need of an update and did not reflect the world-class reputation the program had garnered since launching in 2019.‍Design ObjectivesBrand Consistency: Ensure that the website and application design aligns seamlessly with the new brand guidelines provided by SephoraUser-Centric Approach: Prioritize a user-friendly experience, auditing the previous site and application portal to identify opportunities for improvement and ensure the process was as frictionless as possibleVisual Appeal: Create a visually engaging website that excites visitors to apply and reinforces SephoraSquad’s position as a leader in the beauty influencer spaceVideo Forward: Reflect the nature of the online program more with a more ambitious site design and video assets‍Design ProcessAnalysis: Thoroughly reviewed the new brand guidelines to understand the visual elements and positioning that needed to be incorporated into the websiteUI/UX Audit: Assessed the prior website and application portal's structure, UI component, and flow of information to identify points of friction and areas for improvementVisual Design: Implemented the new brand elements into the website design, focusing on a clean and contemporary aesthetic. This included selecting and creating video assets from influencer content and planning how to include them in the website/application designResponsive Design: Ensured that the website was fully responsive, providing a seamless experience across various devices and screen sizesFeedback and Iteration: Collaborated closely with the client, incorporating their feedback throughout the design process to refine and enhance the final product‍Key FeaturesVideo: Successfully added dynamic motion and video content throughout the designsDesign system: Standardized and created UI component design system for website and application process that aligned with brand guidelinesInteraction: Introduced visual cues to interactive elements like button hovers, field inputs and links Improved UX: Streamlined navigation and flow of information, introduced auto-save, and aligned content formatting with best practices ‍OutcomeThe resulting website and application process successfully reflected SephoraSquad’s new branding and reinforced their position as a world class, forward-thinking partnership program for beauty influencers. The new design direction resulted in: 16,000+ applicants (doubling the previous year)3M+ page views440,000 fan testimonials gathered#SephoraSquad garnering over 803M+ views on TikTok