Brief: Design a brand identity for an upcoming makeup brand.
I reimagined this short speculative project based on a previous university project investigating consumerism.
Consumerism often places emphasis on “problems” in society so that a product or service can be provided as a solution. This particularly applies to the beauty industry where a lot of their marketing revolves around the trends and expectations at that time.
Idealize
Beauty combined with expression. Their campaigns aim to challenge beauty standards and embrace individuality.
The logo is designed to be dynamic; each letter represents a unique person and can be presented in multiple ways.
The concept for the mini-poster campaign is “Beauty is what you make it”. Makeup is applied in layers, so I took this approach by taking cutouts from various beauty magazines to alter their message.
Below is some more imagery from the experimental stage of creating the posters.
