Natalia Jasso
SELECTED PROJECTS
Stanley 1913
Dickies
Clinique
Hongueras Pjiekakjoo
Kohl’s
Me!Bath
Monto
Juantons
Yoko
ARCHIVE
HUSH HUSH (BAR)
PLANTARIUM (PLANT SHOP)
FRUITIKI (POPSICLES)
KELLA (PET PRODUCTS)
NEGRO BLANCO CAFE (CAFE)
ABOUT ME
Hey! I’m Natalia—a graphic designer obsessed with turning big ideas into bold visual identities. I specialize in conceptual thinking, expressive design, and building brand systems that actually work. Let’s make something unforgettable. Reach out anytime!
Let’s work together →
IDENTITY + BRAND GUIDELINES
Clinique
Clinique
About the project
Clinique has always believed that great skin can be created—but as the world shifted to digital, that clarity got a little lost. Messaging became crowded, and the brand’s signature optimism started to feel muted.
We saw an opportunity to bring it back by leading with design. We reimagined Clinique’s visual identity with a focus on simplicity, efficacy, and joy. We refined the digital logo, trademarked Clinique Green, introduced a secondary typeface to highlight performance, and removed outdated taglines. The result was a system that felt more human, more expressive—less lab coat, more inclusive salon.
To help the brand show up consistently around the world, we built a digital Center of Excellence where teams could learn and activate the new vision. With this foundation in place, Clinique launched a new retail concept and saw immediate results: stronger sales, wider reach, and a renewed connection with a new generation of skincare lovers.
Clinique has always believed that great skin can be created—but as the world shifted to digital, that clarity got a little lost. Messaging became crowded, and the brand’s signature optimism started to feel muted.
We saw an opportunity to bring it back by leading with design. We reimagined Clinique’s visual identity with a focus on simplicity, efficacy, and joy. We refined the digital logo, trademarked Clinique Green, introduced a secondary typeface to highlight performance, and removed outdated taglines. The result was a system that felt more human, more expressive—less lab coat, more inclusive salon.
To help the brand show up consistently around the world, we built a digital Center of Excellence where teams could learn and activate the new vision. With this foundation in place, Clinique launched a new retail concept and saw immediate results: stronger sales, wider reach, and a renewed connection with a new generation of skincare lovers.
Credits
Design Director:
Katja Cho
Associate Design Director:
Natalia Jasso
Strategy:
Madeline Rafferty
Design Director:
Katja Cho
Associate Design Director:
Natalia Jasso
Strategy:
Madeline Rafferty