L'Oreal West Branding

Branding and Assets for the Opening of L'Oréal West HQ

With L'Oréal's much anticipated opening of their new west head quarters, located in El Segundo, CA, I was tasked with creating a fresh visual style which would embody a west coast feel while staying true to L'Oréal's brand values. On this short timeline I worked with the client to concept and build a new brand identity—giving L'Oréal West it's own unique voice. From there I guided a team of designers to build out assets to be used during the west headquarter's grand opening. These assets included editorial print assets, tangible products, and items which facilitated engage through 'activations' and environmental design elements.

Tools Utilized: Adobe Photoshop / Adobe Illustrator / Adobe Indesign / Figma

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PROCESS

OUR READERS:

Before starting to consider the aesthetic direction of M*3, I first wanted to consider the demographic in which M*3 would be marketed. To do this I did an intensive research audit of existing readerships held by competing print magazines. I then formed three personas which represented the primary archetypes discovered during that research. These personas allowed me to consider possible unmet needs which M*3 could cater to—ensuring that M*3's could tap into a niche in the market.

WHAT THEY WANT TO FIND:

LAYOUT INSPIRATION:

Improvised, eclectic, and busy. The layout structure pushes the reader to really look at the page. With oversized text, uneven columns, and a disregard for traditional layout norms—each page's style is as distinctive and remarkable as the subjects of the magazine's features.

MOODBOARD RECIPES:

TYPE, COLOR, ADJECTIVES:

ILLUSTRATION STYLE & GRAPHIC ELEMENTS:

To reflect the boundary-pushing tone of the magazine's content, I created illustrations and graphic elements which are punchy and experimental in nature. This is achieved in the graphics below by combining bold complimentary colors while also utilizing both 2 and 3D elements to disorient the viewer and thus spark interest.

PHOTOGRAPHY STYLE:

Photography that centers human subjects as its focal point, which reflects M*3's focus on human stories within its content. Mostly artistically staged imagery, with a slight somber-futuristic tone. This is achieved through photography mainly captured at night or in dim studio light. To maintain an overall eclectic feel in-line with the rest of the content, I didn't apply too much curation to my selection process, in hopes of it resulting in a tone which feel egalitarian and diverse in nature.

MAGAZINE

PROMOTIONAL MATERIAL:

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PROCESS

COMPETITIVE AUDIT:

To get a better sense of the current consumer experience, we audited some of the most popular e-commerce sites for purchasing sex tech products, with a focus on their use of identity-affirming language and imagery within their marketing.

CAMPAIGN AUDIENCE:

During our intensive market research we surveyed almost 50 sex tech consumers. Of those survey respondents 67% identified as Lesbian, Gay, or Bisexual, and 23% identified as trans or gender diverse.

"More sex toys for trans and non-binary people that don't mimic cishet sex."

-Anonymous Survey Responder

"I dislike packaging showing me bodies—they're always ridiculously sexualized and uncomfortable."

-Anonymous Survey Responder

DEFINING THE PROBLEM:

BRAND DIRECTION:

CAMPAIGN

"Real life models are what I feel sex shops lack the most, and it can really make a difference on what I buy!"

-Anonymous Survey Responder

"I would love to see more marketing tailored towards trans experiences and those of our partners."

-Anonymous Survey Responder

"An online sex shop that does not reinforce cis/heteronormativity would get my business for sure."

-Anonymous Survey Responder

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PROCESS

DEFINING THE PROBLEM:

RESEARCH FINDINGS:

THEMES OBSERVED RELATING TO USER:

The majority of our survey-participants are individuals who:

THE USER'S HIERARCHY OF NEEDS:

COMPETITIVE AUDIT:

To get a better sense of the current consumer experience, we audited some of the most popular therapy apps, with a focus on their accessibility and crisis/de-escalation methods.