KIEHL’S

SOCIAL MEDIA STYLE GUIDE

The creative team at Industrial Color was tasked with developing an internal social style guide for Kiehl’s, providing all local markets with a cohesive, refreshed brand aesthetic to enhance engagement. Collaborating closely with Kiehl’s, we pulled insights from their overall brand direction to craft visual production guidelines, executional frameworks, and content themes for the updated brand persona.

The goal was to create a visually engaging and informative digital book that reflected Kiehl’s new look and feel—bringing a fresh energy while staying true to its East Village roots. Inspired by Kiehl’s blend of heritage apothecary and rebellious New York street culture, I introduced graffiti elements, marker scribbles and icons, collage-style cutouts, grain texture, and typography on tape into the style guide. These raw, handcrafted details echoed the brand’s effortlessly cool, urban aesthetic, reinforcing its science-backed skincare expertise while maintaining the artistic, street-inspired spirit that makes Kiehl’s unique.

MY ROLE: LEAD DESIGNER

CONCEPTING | STRATEGY | DESIGN | BRANDING