Authenticity Unveiled
Brand Story & Positioning
Brand Book & Guidelines
Style Guide
Brand Graphic Design
Art Direction
Campaign
Visual Merchandising & Retail Display
Digital Direction
Packaging Design
One of my largest projects to date for one of my favourite clients, incorporating multiple team members and partners, including a bespoke team I created for this project (under SG Cartel). Victoria Beckham and her beauty team approached me to support them across a number of ongoing needs, including defining the overall brand positioning, creating a new style guide including revising the logo to create a dynamic design system, updating fonts, colors and art direction, creating brand guidelines, designing and supporting fabrication of retail displays for a number of luxury department store partners as well as packaging & collateral design, sampling design and a unique elevated POS experience for their beauty counters across the globe. The engagement lasted for almost 2 years starting in 2023 until the VBB team has their own creative team in place to carry on the work.
In tandem with this, I partnered with friends, K-Studio, who worked with famed photographer Steven Klein to concept and shoot the launch campaign for the new Victoria Beckham Fragrance range which launched in September of 2023. Brand positioning, updated branding, guidelines, retail display all needed to coordinate with the launch to ensure visual symmetry and alignment at the same time. This project was started for VB Beauty with key elements rolling out across VB Fashion.
With 46% total growth resulting in a $54 million revenue surge since 2023, the beauty division has expanded its total group share by over 10% to become the leading majority driver of revenue for the Victoria
Beckham Group.
As a lifelong beauty obsessive who, over 25 years as a singer, style icon and fashion designer, learned the industry inside out from some of the world’s best stylists, Victoria Beckham is more qualified than most to found a beauty brand.
However, four years after launch, Victoria Beckham Beauty was still known more for her fame than for it’s genuinely market-leading quality and best-in-class approach to clean, ethical beauty.
I led a root-and-branch evolution of the brand's design, look and feel. Working closely with a team I personally hand-selected from a network of the best creatives in the luxury world. We dug into Victoria's own history: not born the best, but built through relentless hard work and an uncompromising demand for quality, and pushed her to own that story rather than shy away from it. That became the foundation for 'The Victoria Standard,' a driving mission for the company to deliver pure, industry-defining excellence across the board, because that's what she, and her audience, demand. The standard she sets for herself is the standard she sets for her products.
Distilling Victoria Beckham's public persona into a positioning designed to make her beauty brand more famous for its quality than her celebrity, my team and I summarised this uncompromising quest for better than the best in the platform line 'Good. Better. Best. Beckham.'
By creating an architecture that made a clear distinction between Victoria herself and the Victoria Beckham Beauty brand, we were able to establish a useful dynamic between the two. Giving Victoria the 'straight' role of the driven Creative Director meant we could always use her serious beauty expertise to reinforce product quality at every stage. However, by establishing the brand's tone of voice as an 'avid insider,' I gave it license to manifest the playful self-awareness and dark humor Victoria is known to love, while drawing back the curtain on everything it takes for her team to achieve her creative vision.
The result is a brand built in the image of its founder, with the confidence to establish its genuine credibility on its own terms. 'Good, Better, Best, Beckham' has now become a family motto, used often by the Beckham family outside of just Beauty.