ART DIRECTION / DIGITAL / SOCIAL MEDIA
In partnership with Advantage Marketing Partners, brand identity
for a new marketing initiative was developed. The initiative consisted
of a YouTube channel, social media outreach, and partnerships with brands in the beauty industry.
BeautifulU is a guide to all things beauty. From bold eyeshadows, to eye-catching highlight, trending skin care regimens, and go-to hair styles, our beauty experts cover it all. With a wide range of beauty enthusiasts, BeautifulU provides a diverse group of voices that embody what it means to be beautiful today.
Beautiful U creates a community
of beauty enthusiasts through an understanding of various digital channels and the in's-and-out's of YouTube. Building on the unique opportunities that video-based social media presents, a community of followers and network-created beauty influencers was created.
CREATING A BRAND SYMBOL
The circles in the letters of the word “Beautiful” and the curve of the “U” were used to create a new branding symbol that could work as a profile image and branding symbol in the channel videos. The letters “B” and “U” are used to create a graphic mark the evokes the idea of a face with the “U” acting as the mouth, and the “b” circling one of the eyes. In most cases the symbol is to be used with an outer circle surrounding other graphic elements.
DEVELOPING A LETTERMARK
This branding concept a playful study of the shapes created by the letters in the name “Beautiful U”. The letter “U’ standing in place for the word “you” in the name presents an unique opportunity to use the shapes of the letters in new ways.
In this letter mark, the final “U” is transformed into a graphic element that evokes the visual imagery of
an eyelid and eyelashes.
The visual identity can be configured in countless ways. The visual brand language is playful & bright and does not directly evoke a gender stereotype. The branding is applied digitally in the form of a YouTube channel, an Instagram account, and Facebook page. BeautifulU network highlights new and best-of-the-best product reviews by a diverse group of beauty experts.
Posts on social media, especially Instagram, are an effective method of promoting and increasing the reach of the YouTube channel videos. They give viewers a quick preview of the mission of the YouTube channel and beauty network. BeautifulU partners with a variety of brands to promote new products and services.