UpNext is a brand storytelling campaign that challenges the idea that beauty is defined by youth. Centered on women over 40 from the Bluemercury community, the campaign celebrates a powerful stage of life shaped by ambition, self-expression, and forward momentum.
I led the visual creative direction and designed the campaign’s digital experience, including the landing page, email series, and social content. The work translated the campaign message into a cohesive, editorial-driven design system that reinforced Bluemercury’s brand values while spotlighting real women and redefining the future of beauty.
Email Series
Social Media
Site Experience
