I led the design of Byrdie Beauty Lab’s first virtual experience during COVID, translating an event built around beauty discovery and community into a format people could join from home. The work connected programming, digital touchpoints, and 800 mailed beauty boxes into one cohesive launch.
client
Byrdie
year
2020–2021
role
Creative Lead + Designer
Event Experience
Virtual Event
Activation
Problem
This was the first Beauty Lab, and we were building it at a moment when in-person events were impossible. We needed to create the energy and sense of access of a live beauty event without a physical venue, while giving participants something tangible enough to make the experience feel special.
Solution
I helped shape the virtual event experience and the visual system around it, connecting the programming with mailed product boxes and clear digital communication. The design created continuity before, during, and after the event, so the experience extended beyond the livestream itself.
Impact
The event reached more than 1,000 participants, welcomed over 500 virtual attendees, surpassed initial registrations, and delivered 800 beauty boxes. The response helped establish Beauty Lab as an annual in-person event in New York City, and the program received a 2021 Glossy Award.
