Natalia Jasso


SELECTED PROJECTS 

Dickies

IDENTITY  

CliniqueIDENTITY


Kohl’sIDENTITY


Me!BathBATH PRODUCTS


MontoFINTECH


JuantonsFROZEN FOOD 


YokoRESTAURANT 



ARCHIVE



HUSH HUSH (BAR)
PLANTARIUM (PLANT SHOP)
FRUITIKI (POPSICLES)
    KELLA (PET PRODUCTS)
    NEGRO BLANCO CAFE (CAFE)





    ABOUT ME


      Hey there! I'm Natalia, a graphic designer who loves bringing inspiring projects to life for design-oriented companies. I specialize in conceptual thinking and expressive design. If you need help with Brand Design, Editorial Design, or creating unique graphics for your merchandise, feel free to reach out to me!


      Let’s work together →


      IDENTITY + BRAND GUIDELINES

      Clinique



      About the project

      Fifty years after its founding, Clinique’s product and its radical promise that "great skin can be created" still deliver results. However, when COVID-19 shut down physical counters and accelerated the shift to a digital brand experience, challenges emerged. Clinique's messaging became cluttered with too many SKUs and proof points, losing its clarity, humanity, and joy.

      Our task was to leverage the equity and power of Clinique's past to meet the radically different skincare landscape and the discerning next-gen consumer. Optimism is in Clinique’s DNA, and we saw an opportunity to redefine it—not as the pursuit of perfection, but as a purposeful, individual practice. We simplified Clinique’s complex brand 'house' into a core strategy based on three principles: safety, efficacy, and optimism. We also identified a globally resonant tone and actions to bring this positioning to life with the brand’s trademark bravery and clarity.

      To tell this story, we transformed the brand’s world. We simplified the visual system by optimizing the digital logo, trademarking Pantone’s Clinique Green, introducing a secondary typeface to emphasize efficacy, and removing all taglines. Our new visual codes reimagined the sterile, white-coat lab as an inclusive salon. To ensure global adoption, we custom-built a creative Center of Excellence (CoE) for Clinique employees to learn and execute the new brand vision and story.

      In FY2022, after rolling out the refreshed visual identity and strategy to over 8,000 global employees, Clinique launched a new retail concept, the Clinique Lab, built on our brand principles and codes. In the first six months, sales increased by 22% at new-concept retail locations, outperforming existing stores by 23%. The brand achieved double-digit sales growth and a +1.8% increase in household penetration, both directly attributed to our refreshed brand identity and positioning.

      Credits

      Design Director:
      Katja Cho

      Associate Design Director:
      Natalia Jasso

      Strategy:
      Madeline Rafferty