I joined e.l.f. when it was a lean start-up, just before its growth surge. This is where I cut my teeth on all things digital, and really fell in love with product design. I was relied upon to create the most efficient digital footprint—from the brand site, to email, and social. I art directed photo shoots, wireframed and launched site extensions, full site relaunches, and built a creative team. With a direct line to our founder and engineers, we worked fast and iterated often. This is an overview of the launch to responsive, with mobile as the main target.
We built an in-house photo studio and a roster of outside photographers to fuel the stories we told on the internet and in store.