The Ohii Beauty brand launch drove 40 million impressions in the first weeks, with editorial coverage in Teen Vogue, WWD, and Hypebae. Here's how we got there.
Company
Urban Outfitters
Timeline
2017
—
2018
Role
Art Director
Overview
Ohii was developed from the outside in. Branding, graphics, and packaging established the vision before the product line was fully defined. This approach positioned the brand as a system first, allowing it to shape how products would look, communicate, and function within a routine.
Approach
As Art Director at Urban Outfitters, I worked with a small team of designers, copywriters, and photographers to establish the brand’s foundation. This included defining tone, visual language, and a flexible system that could extend across packaging, content, and retail environments.
The goal was to create a brand that felt approachable and adaptable. It needed to integrate into existing routines rather than replace them, while still maintaining a distinct identity in a crowded category.
System
A pre-launch press gifting initiative distributed 200 curated boxes to influencers, editors, and affiliates, resulting in coverage across outlets including Who What Wear, Teen Vogue, Elite Daily, Hypebae, and WWD. This helped position the brand within both editorial and trend-driven contexts from day one.
On-site, a dedicated specialty shop and homepage takeovers created a clear entry point for customers, while a pre-launch landing page supported email acquisition and awareness ahead of release.
Selected Outputs
Launch video created in collaboration with the Urban Outfitters video team. Motion was used to reinforce the brand’s role within a routine. Sequences focused on simple interactions and modular compositions that show products entering and layering naturally. This approach supported the broader system by extending the brand language into time-based media while maintaining clarity and consistency.
The Ohii Beauty brand launch drove 40 million impressions in the first weeks, with editorial coverage in Teen Vogue, WWD, and Hypebae. Here's how we got there.
Company
Urban Outfitters
Timeline
2017
—
2018
Role
Art Director
Overview
Ohii was developed from the outside in. Branding, graphics, and packaging established the vision before the product line was fully defined. This approach positioned the brand as a system first, allowing it to shape how products would look, communicate, and function within a routine.
Approach
As Art Director at Urban Outfitters, I worked with a small team of designers, copywriters, and photographers to establish the brand’s foundation. This included defining tone, visual language, and a flexible system that could extend across packaging, content, and retail environments.
The goal was to create a brand that felt approachable and adaptable. It needed to integrate into existing routines rather than replace them, while still maintaining a distinct identity in a crowded category.
System
A pre-launch press gifting initiative distributed 200 curated boxes to influencers, editors, and affiliates, resulting in coverage across outlets including Who What Wear, Teen Vogue, Elite Daily, Hypebae, and WWD. This helped position the brand within both editorial and trend-driven contexts from day one.
On-site, a dedicated specialty shop and homepage takeovers created a clear entry point for customers, while a pre-launch landing page supported email acquisition and awareness ahead of release.
Selected Outputs
Launch video created in collaboration with the Urban Outfitters video team. Motion was used to reinforce the brand’s role within a routine. Sequences focused on simple interactions and modular compositions that show products entering and layering naturally. This approach supported the broader system by extending the brand language into time-based media while maintaining clarity and consistency.