Brand Positioning | Brand Identity
Team size: 10+
THE CHALLENGE
Helped Beautycon, the world’s leading beauty conference, rebrand with a makeover that rebuilt its reputation as a diverse, inclusive and vibrant brand after its pandemic hiatus and new ownership, under the inspiring wing of Essence Ventures.
MY WORK
- Audited internal and external creative secondary research that explored the Beautycon brand, its competitors, and beauty culture.
- Developed brand positioning territories that illustrated where Beautycon could live in consumers minds with the strategy and design teams.
- Collaborated to refine the chosen strategic and visual directions, including a new vision and mission.
- Built and delivered a brand playbook that included the rebranded strategy and identity, a week before the expected delivery date, so the client team could start crafting event messaging, and activations.
THE IMPACT
In June 2023, Beautycon unveiled its new identity. As the BeautyconLA event drew near, new partnerships and activations rolled out to build anticipation for the revamped comeback of one of the most popular beauty conventions!
Read the official post on LinkedIn >
