I developed the visual identity across the campaign, combining Youkilis’ photography with Selfridges’ Franklin Gothic typeface and iconic yellow. Copy, developed by the Selfridges Brand Voice team, playfully connected the realities of big city life with everyday beauty rituals.

For the in-store rollout, I translated the campaign into large-scale graphic installations across the Beauty Hall. Tiled photographic compositions brought the beauty vignettes to life, while graphic devices inspired by the city – including scaffolding and newspaper sandwich boards – became physical structures for displaying the campaign.

The result was a campaign that extended beyond traditional advertising, creating an immersive visual experience within the newly renovated Beauty Hall.