I led a project to define the look, feel, and brand positioning for E45 on Social Media. Using the brand’s main line and purpose, 'straight-up skincare,' we developed an intimate approach to build a community. We needed something that spoke to thousands of people with skin conditions and a solid brand platform that would inspire content for the next few years. Here’s a summary of the toolkit development.
Creative Lead and art director: Lucia Mencos
Copywriter: Grace Ackroyd
Design & illustration: Tania Bell, Suzani Van Der Mewe
We created an intimate manifesto film to explain the concept, an inner monologue or a conversation with our own skin, from someone who’s been suffering with skin conditions for a long time. We kept the edit raw with a simple slideshow of eclectic images to keep the film socially native and unpretentious and got a female VO artist with a compelling voice to bring the text to life.
The 45” script was written to allow for 3 x 15” cut downs
STRAIGHT UP PHOTOGRAPHY
We hired British photographer Sophie Mayanne to capture some intimate, honest and straight up shots of models with real skin conditions. The result of this shoot allowed us to start building a toolkit for the brand to use across social platforms.
STRAIGHT UP PRODUCTS
We also worked with Ira Giorgetti to capture some product shots. The idea was to keep the images clean and simple using the brand colour palette and also explore with some product swatches to complete the toolkit.
STRAIGHT UP TOV
We completed the toolkit with a clear tone of voice write up and some examples on how to use typography on social posts. Big and bold headlines, always using the brand’s colour palette.
STRAIGHT UP ILLUSTRATION
We also explored one line illustration to provide alternative solutions to using photography as well as a way to bring to life products and “pimp” stock imagery.
We launched the E45 brand on instagram for the first time in December 2021 with a comprehensive toolkit for the team to use to create content. We quickly populated the feed with bold statements, product and lifestyle shots as well as educational content around skin conditions .
THE RESULT
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