I rarely show proposals, but this proposal for a well-known make-up brand is the exception.
By doing research we uncovered the original campaign for and the origin of the brand name corona/aura. The idea of radiance was a known quantity in the company. But by defining Radiance as a calculation of the users knowledge of the product, the expertise of application and social connection we could build a system.
This placed the brand on a tangible (not fluffy) foundation, connecting to the product and experience. Mapping products, people and expertise became a simple navigation any product could be connected to corresponding expertise and the people who practiced it.
This system became the design language, the navigation, the information architecture, the brand and the experience. Extrapolating and connecting all these things at once is unusual, but one of the benefits of the approach of building patterns.
Revealing the value trapped in the originating idea also described the companies future.
Team
Virgilio Santos
Andrew Chee
Jonathan Han
Marc Shillum