2025 HISPANIC & LATINO HERITAGE MONTH
Visual Systems | Lead Design | Copywriting Assistance
HLHM 2025 transformed Ulta Beauty’s established brand equity into a flexible identity system designed to engage a younger, digitally-native audience while deepening cultural relevance among Hispanic and Latino beauty consumers.
The work focused on building a system that could extend beyond a single campaign, supporting a range of formats, moments, and future programming.
The Challenge
Ulta Beauty dropped to #4 in Hispanic & Latino Brand enthusiast retailer preference, with 9% share behind Amazon, Target, and Walmart. In Q4 ' 24, Brand Love among Hispanic & Latino BEs fell 4 pts YoY and 5 pts from the quarter prior. Walmart leads as most-shopped beauty retailer for Hispanic consumers due to value, familiarity, and cultural understanding. This campaign spotlighted exclusive, new, and trend-forward products tailored to Hispanic & Latino BEs, and deliver timely, relevant Spanish content to deepen connection and reinforce UB as a lifelong beauty destination.
Ulta Beauty’s brand carried strong recognition, but its existing visual language lacked the flexibility and cultural specificity needed to resonate with a younger audience.
The challenge was to evolve the identity without losing its foundation:
Maintain familiarity while introducing a more expressive system
Design for fast-moving, digital-first environments
Create a scalable identity that could adapt across touchpoints without fragmentation
This is a tribute to the culture, creativity and confidence that have always shaped beauty—on their own terms. It’s about the rituals passed down, the bold looks made new and the pride that runs deeper than any trend. Hispanic & Latino beauty has always been a force—and always will be.
Defining the Direction
Culture and influence is always evolving and in 2025 this was more important than ever before to lean into. With a mix of geometric and organic shapes, brighter and bolder colors, we had the opportunity to tap into the current geopolitical landscape while inspiring and empowering, mixing the new with old to keep things relevant and fresh.
Rather than approaching HLHM 2025 as a one-off campaign, the focus shifted toward building a flexible system.
Key decisions prioritized structure over surface:
System over static outputs
Designed a framework that could extend across multiple applicationsDigital-first clarity
Ensured legibility and impact across mobile and large-scale formatsControlled expression
Balanced bold visual energy with rules that maintain consistency
This approach allowed the identity to evolve while remaining cohesive.
Final Creative
The visual identity was developed as a set of components governed by clear rules rather than fixed compositions.
Color
A high-contrast palette to ensure visibility and energy across digital and physical environments.
Typography
A bold, expressive typographic approach designed to hold presence across both large-scale and mobile formats.
Motion & Adaptability
Elements designed to shift and scale depending on context, supporting rapid content deployment across channels.
Layout
A modular grid system enabling flexible compositions while maintaining consistency across executions.
2022
the evolution of hlhm
2023
2024
