REINFORCING AUTHORITY IN BEAUTY
The Good Housekeeping Beauty Awards are one of the industry’s most trusted authorities on product testing and consumer guidance. As Deputy Design Director, I led creative direction and cross-platform design for the Awards, overseeing photography, visual identity, and rollout across print, digital, social, and video. The package not only highlighted rigorously tested products but also reinforced our leadership in the beauty market.
I. THE CHALLENGE
The Beauty Awards are a flagship franchise for Good Housekeeping, requiring a fresh, engaging, and trustworthy identity every year. The challenge was twofold: modernize the visual approach while maintaining GH’s authority, and find new ways to highlight product testing across every platform — from print features to digital storytelling to social engagement.
II. THE APPROACH
Directed styling and photography, creating a cohesive look across all platforms.
Developed the visual identity and design system for both print and digital executions.
Designed scalable templates for website, social media, and video to ensure consistency.
Partnered with GH Institute chemists and beauty editors to translate rigorous product testing into accessible design storytelling.
Strategized placement of “Tested & Trusted” branding across assets to reinforce authority.
III. THE EXECUTION
The Beauty Awards rolled out across multiple platforms, with a unifying visual system tying everything together. From print spreads and digital features to Instagram carousels and video styling, the design reinforced clarity, trust, and excitement — with consistent emphasis on GH’s testing authority.
IV. THE IMPACT
The Beauty Awards reached millions of readers across platforms, solidifying GH’s reputation as a beauty authority. The package successfully guided consumers toward trusted, tested products while demonstrating how design and storytelling can amplify editorial expertise.