Sephora

Web/Digital · Social Platform

Sephora
Formula X

The first social media site for nail art enthusiasts.

Role: Concept development, website art direction, digital design
Duncan Channon San Francisco, 2014

In 2014, Sephora wanted to launch Formula X, an extensive new nail polish line, to the vast and vocal online community of nail artists.

We won this pitch by creating the first social media site for nail art lovers, a showcase for the community's creative combinations and color play.

Our idea: combine nail polish products, manicure inspiration and nail color palettes into a single grid of inspiration. All images were sorted by color and tagged with rich keywords (#red, #summer, #fireworks, #datenight, #glitter, etc.) so browsing felt endless and rich.