Roots Run Deep
Because Our Beauty Runs Deep:
An omnichannel campaign for L’Oréal that honors the rituals, stories,
and identities passed down through generations. Built on the belief that
beauty runs deeper than the surface, the campaign uses a cohesive brand
system to create meaningful connections across digital, print, product, and
experiential spaces.
Client
L’Oréal
Visual Identity, Omnichannel Strategy, Art Direction,
Key Art, Typography Design, Social Media, Digital Marketing, Environmental, Print, Product, & Experimental Design
Disclaimer:
Roots Run Deep is a student-led conceptual project created for educational and portfolio purposes. While the campaign was designed for L’Oréal, all L’Oréal trademarks, logos, and brand assets are the property of their respective owners. The Roots Run Deep campaign name, logo, and visual system were independently created and are not affiliated with, endorsed by, or sponsored by L’Oréal.
Case Study:
To celebrate beauty as something deeper than the surface, I created Roots Run Deep, an omnichannel campaign for L’Oréal centered on heritage, identity, and self-expression. Inspired by generational beauty rituals and organic forms like tree rings and roots, the visual system translated the idea that beauty is grown over time rather than applied, anchored by the slogan Because Our Beauty Runs Deep.
Once the brand identity and comprehensive brand guidelines were established, I expanded the concept into a full omnichannel campaign spanning key art, social media, email, out-of-home, print, product, and experiential design. The result was a cohesive, scalable brand system that maintained consistency across every touchpoint while emotionally connecting with young women through storytelling and authenticity.
Credits:
Art Director & Graphic Designer: Alyssa Burton
Studio & Product Photographer: Jon Nyquist
Makeup Tech: Sarah Miner
Talent: Betty Chokunda, Lauren Hanquist, Sarah Miner,
Elle Sanchez, Natalie Stephenson, and Kiley Valenzuela
