BirchBox X Walgreens Identity & Campaign
Challenge
Launch a premium beauty discovery experience inside select Walgreens stores, making it feel editorial and exciting without losing the brand's accessible spirit.
Solution
Led the creative strategy and identity development for the launch, shaping how two distinct brands could coexist in one compelling retail world. Concepted the campaign, defined the visual direction, and art directed the photography that brought it all to life across store environments, digital, social, and OOH.
Impact
$1.2M in sales and 42,000 units sold in the first 3 months, exceeding KPIs.
Role: Photo Art Director & Art Director
In-store posters
Exterior Signage
Beauty studio photography
Environmental and lifestyle photography
Product photography
Landing page
Social media announcement
Store environmental signage
OOH Launch Mural in NYC
Photo credit: Terry Doyle (Studio), Deborah Flectcher (Product), Meagan Lindsay Shuptar (Environmental)