OVERVIEW
In the summer of 2025, JVN Hair officially launched in Ulta! Not only did we spend many months on refreshing the look and feel of JVN visual merchandising as a whole, but we also spent many months working with the Ulta team and our vendors to design a gorgeous custom endcap that would make a statement in stores and help introduce shoppers to the fun, colorful personality that is the JVN hair brand. I worked closely with our Creative Director from initial brainstorming of concepts all the way to preparing final artwork files for launch.
INITIAL OVERHAUL IN SEPHORA
We had gone through an overhaul of our visual merchandising within Sephora in January 2025, which consisted of many rounds of ideation and concepting for the new in-store brand look & feel. Below is a visual of one of the Sephora fixtures before the overhaul, and the fixture after the overhaul.
The old color palette was very neutral, so we brought in more color to reflect the fun personality of the JVN brand. We also updated our brand tagline.
We wanted to bring this newness into Ulta as well, but in a way that is unique to Ulta and catered more to the Ulta shopper.
RENDERINGS
We worked closely with both the Array team and the Ulta team through various rounds of renderings and custom fixture components that would help our brand stand out within Ulta stores and best highlight our product assortment.
As we finalized fixture components, we worked closely with the rest of the team on product placement and copy/educational content.
MOCK STORE FIXTURE REVIEW
After reviewing our graphics on the actual fixture, we realized there were various aspects we wanted to adjust for things like better legibility, clearer customer product education, and overall simplicity of the fixture.
FINAL ASSETS
Many iterations later, we finally landed on final designs for all aspects of our custom fixture. I owned the production work for all elements (back panel, wedge graphic, shelf strips, shelf platform graphics, and 5x7 arch signs) for all 3 Ulta fixture sizes. So happy with how it turned out!
Fixture content credit: @jvnhair