Strengthening Identity & Self-Expression.
Formula Z was founded by teen makeup artist and entrepreneur Zach Dishinger. The brand aims to lead the gender-free beauty space with authenticity, individualism, and self-expression.
To help them achieve this, I partnered with Formula Z to refresh their visual and verbal identity. We carefully analyzed their brand assets and crafted a stronger, more unified look. At the same time, we ensured the brand remains adaptable for future growth.
At its core, Formula Z believes that makeup is a form of self-expression for everyone. Feeling beautiful is a human experience—one that transcends gender, skin color, or who you love.
Through our collaboration, we defined their mission, positioning, and tone. We also established clear guidelines for typography and headlines. All of this was distilled into a comprehensive 24-page brand guide.
What I did : Graphic Design, Verbal Identity, Branding
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