Shady Artistry
Shady Artistry is a new brand of luxury beauty products. The brand is built on the premise of placing the expressive power of beauty products as a guiding star for their target market. I collaborated with the founder to design a brand identity for the brand that expresses its unique proposition.
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The Challenge
The brand had an identity and identity system which lacked expressiveness and sophistication. The target market had changed and the brand was maturing, so it was time for the identity to represent that. I was presented with a brief which challenged me to create a brand which spoke to the new target market and was a representation of the maturity of the brand, both in terms of the identity and voice/messaging.
Approach
The goal of this re-branding was to create a brand which was tailored to the target market. Through discovery sessions with the client, we identified a target market, the 18-35/40 year old woman. The target market was the coming of age and young professional woman. Through research, I was able to identity competitors and learned about their approach towards establishing themselves within the industry.
The goal of the identity system was to communicate the elegance and sophistication, which both were not found in the original identity prior. I also wanted to speak towards the brand being the intersection of these various qualities. The new logo is both elegant and polished. The different components are able to all work together and complement one another. They are also visually compelling and well integrated enough to work alone while still communicating their relationship with the brand.
