Introduction
This project was completed as part of my BFA while at CUNY. The goal of the project was to create a total brand identity for a made up company of our choosing. I decided to create an upscale natural skincare brand for women ages 25-35 with a middle class income. I chose to target this audience because I believe as designers we spend the majority of our time creating for people who are not ourselves. As a male I wanted to challenge myself and create something that I personally would not consume.
Tools Utilized
Procreate - Used to draw ornamentation seen in the background of pages.
Illustrator - Used to design logo lockup.
InDesign - Used grid systems and typography skills to pull project together and produce a pdf.
Skills Utilized
Copywriting - Wrote copy for all pages.
Empathy - Used to understand the desires, and preferences of a segment of the market that is not myself.
