M•A•C Cosmetics
Runway to counter, by hand.
For three years as Design Director of Special Projects, I made the campaigns, events and artist education materials for the most fashion-minded brand in beauty.
Role: Design Director, Special Projects
Years: 2011–2014
Services: Campaign Design, Art Direction, Hand Lettering, Typography, Trend Forecasting, Artist Education, Event Design
M•A•C has always lived closer to the runway than the beauty aisle. The brand needed someone who loved fashion, events and campaigns equally, and who could keep one eye on pop culture and the art world while bringing a real typographic point of view to everything.
Every season I went to Paris to work with M•A•C's beauty editors, reading the runway looks and pulling out the trends worth chasing. Back in New York, those trends became the season's global Fashion Week campaign, and then hand-lettered trend books and education materials that showed M•A•C artists how to recreate each look at the counter, in stores around the world. The Fashion Week work is what I'm proudest of. I wanted it to feel as alive as the shows themselves, so I made it by hand: lettering in ink, collage, and an old photocopier to rough it all up. It's type you can tell a person made. Alongside all of that, I was Design Director on Viva Glam, M•A•C's longest-running and most iconic program, with every lipstick sold supporting the M•A•C AIDS Fund. I managed the projects, built the campaigns and oversaw every piece of material that came out of them.
