To entice beauty marketers to advertise their products on Snapchat, a playful and attention grabbing visual identity was created for the launch of Snapchat Beauty. While sticking true to the globally recognized yellow Snapchat branding, this beauty vertical lands with a pink punch. The imagery is bold, celebrates diversity and inclusivity, and elicits multi-sensory experiences. There are also softer notes in the identity system to allow brands with a more pared-down aesthetic to fit right in.

On the other end of the app are the Beauty Mavens—the Snapchat community members, creators, and industry leaders that use the platform daily. Sizzle videos created in the new visual identity launched in the consumer-facing Snapchat Beauty page to jumpstart the channel with a curated palette for Beauty Mavens to emulate.

In October 2022, Snapchat hosted a live Beauty Summit event in NYC attended by 200+ top executives from L’Oreal, Estée Lauder, Dior, and more. The event featured a best-in-class visual experience and videos to showcase how beauty comes to life on Snapchat through tactical and inspirational examples.

To celebrate the Beauty Maven’s continued collaboration and drive virality of Snapchat, a unique experiential activation was concepted. Fully wrapped vending machines would be placed in high-trafficked locations in NYC and LA ahead of the 2022 holiday season which would dispense elevated gift boxes.

Roles: art direction, branding + identity from concept to execution, graphic design, video storyboarding, color theory, typography, layout, print production, stock photography sourcing

Deliverables: comprehensive B2B brand playbook, 5 sizzle videos, presentation materials for a large scale B2B summit, experiential holiday gift box set and vending machine wrap, collection of B2C social media teasers

EXPERIENTIAL HOLIDAY VENDING MACHINE + BOX