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.