E.l.f Beauty Squad — Phuong Nguyen

📁 E.l.f

Beauty Squad

Role — Creative Director

e.l.f. Beauty Squad is a speculative concept for a loyalty experience designed to make rewards feel more expressive, playful, and culturally alive. Rather than treating loyalty as a purely transactional system, the concept turns Beauty Squad into a character-driven world where fans can earn points, unlock tiers, collect badges, and engage with the brand through moments that feel social, collectible, and fun.

The visual direction gives hyper-nostalgic mixed media a fresh beauty twist, combining saturated color, grain, product photography, and surreal cutout characters inspired by collage culture. Quirky human elements interact with e.l.f. products to create a world that feels elevated yet approachable, polished but never too precious. Across email, social, app, and web expressions, the system reimagines loyalty as a playful brand universe built around discovery, self-expression, and fandom.

TEAM:
Creative Direction — Phuong Nguyen, Livia Soong
Design — Fiona Ye, Brandon Galosi

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phuong@phuongnguyen.co