Allure Magazine, Design Director

My role as the Design Director at Allure Magazine was multifaceted, extending beyond the design and execution of the monthly print magazine. I was responsible for creating the visual identity for the Allure brand across a diverse range of distribution platforms, including in-book, digital, social, tablet, and mobile. My innovative editorial concepts not only enhanced the brand's identity but also helped the magazine adapt to a rapidly evolving, digitizing business environment. I am responsible for the original design of Allure's signature Best of Beauty, Readers Choice, Hall of Fame, Breakthrough Seals, and the Allure Beauty Box.

In-Print Publication
Worked closely with Linda Wells, Editor-in-Chief, and Paul Cavaco, Creative Director, to establish the lineup, rhythm, pace, and visual balance of a magazine regularly consumed by 1.1 million readers. Created and managed the Allure Beauty Lab, an in-house photo studio, reducing photography and equipment costs by more than 50 percent. Managed art, photo and production departments, hiring and overseeing a staff of 20+.
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Digital, Social, and Website Design & Development
Developed the rebranding plan for allure.com; worked with Marie Jones, Executive Director Integrated Brand Development, to transform the site into an online beauty utility with e-commerce and a tool that delivers personalized beauty product recommendations; art directed photography for over 6,000 product stills for the relaunch of Allure.com. Increased unique page views by 19.4 million within its first year; generated over $4.6 million in brand revenue in 2015.
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In-Print Publication
I am responsible for designing the celebrity covers featured in Allure magazine. These covers needed to be impactful, with colorful and engaging typography that would help bring attention to the consumers on the newsstand.
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Brand Extensions & Business Development
I designed the Allure Best of Beauty, Readers’ Choice, and Breakthrough of the Year seals, which became critical revenue-producing assets for the brand. I also created logos and packaging for brand extensions, including the Allure Beauty Box, among other brand assets.
“Since 2015, the Beauty Box has been a jewel in Allure’s crown.”
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