When award-winning actress, producer and entrepreneur Scarlett Johansson set out to create The Outset, her objective was clear – a clean, credible and inclusive beauty line that transcends age and gender. As Creative Director of The Outset, I led the brand’s visual development from concept through launch, collaborating with agency partners to establish a cohesive visual identity across brand imagery, experience, logo design and all consumer touchpoints.

LOGO

The logo draws inspiration from the understated typography of traditional French pharmacies. Clean, confident and intentionally restrained, it brings a sense of timelessness and credibility to The Outset’s modern identity.

PACKAGING

Rooted in craftsmanship and considered design, the packaging pairs sustainable glass with recycled, uncoated paperboard and subtle embossing. Minimal materials reduce waste, while a restrained neutral palette and signature blue create a refined, distinctive identity.

THE LAUNCH

We selected Ethan James Green to create imagery for the launch campaign, building a visual world rooted in clean beauty, sustainability and efficacy over excess. Through intimate portraits, stills and film, black-and-white photography brought a timeless, stripped-back quality to the visuals, reflecting the brand’s minimalist ethos and gender-neutral point of view. In collaboration with acclaimed casting director Jennifer Venditti, we assembled a distinctive cast chosen for individuality, character and presence—bringing a deeply human dimension to the brand.

360 EXPERIENCE

We developed a cohesive 360° brand experience spanning digital, product education, out-of-home, influencer gifting, and retail.

In collaboration with director Loic Maes, we created five product education films, bringing each launch product’s benefits, ingredients, and application to life through compelling visual storytelling.

We commissioned designer Stephen Kenn to create a distinctive gifting experience, featuring all five launch products in custom deadstock-fabric packaging that transformed into a reusable tote, accompanied by an oversized editorial broadsheet.

The brand experience extended into Sephora stores nationwide, while an out-of-home campaign centered on New York City—Scarlett Johansson’s hometown and the brand’s headquarters—established presence in the city where The Outset began.