The Project
Situation:
Cover FX was once a ‘go-to’ innovative clean makeup brand but it had started to lose favor as the clean beauty category became dominated by newer, trendier, sexier brands.
Objective:
Bring back the desire for the brand, taking it from a “product I need” to a “brand I want.”
What we did:
Created a strategy that established a point of view on the benefits of living in a world where diverse perspectives are embraced, while elevating the brand’s strengths of clean performance and customization. From the strategy, we developed the brand identity, brand book, directed, produced and casted a photo shoot, and created inspiration for in-store visual merchandising.
The Collective
Nikky Cronk. Brand Strategist.
Stephanie Seliskar. Creative Director.
Lydia Hudgens. Photographer.
Jessie Cohen. Producer and Casting.
![Additional image for Cover FX](https://artandparcel.com/wp-content/uploads/2021/11/CFX_16x19.002.jpeg)
![Additional image for Cover FX](https://artandparcel.com/wp-content/uploads/2021/11/CFX_16x19.003.jpeg)
![Additional image for Cover FX](https://artandparcel.com/wp-content/uploads/2021/11/CFX_16x19.004.jpeg)
The Project Collective
Nikky Cronk. Brand Strategist.
Stephanie Seliskar. Creative Director.
Lydia Hudgens. Photographer.
Jessie Cohen. Producer and Casting.
Reviews
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