STUDIO AMAL
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STRIPES BEAUTY
PROJECT TYPE
Brand Strategy, Brand Identity, Web Design, Digital Design
YEAR
2021
LOCATION
IDEO - San Francisco
ROLE
Lead Brand Strategist, Lead Brand Designer
IDEO TEAM
Project Lead: Shannon V.
Design Research: Dana N., Sunny L.
Visual Design: Marylouise G., Yura P.
Writer: Shannon V.
Brand Strategy: Marylouise G., Shannon V., Kristin K. (IDEO Director)
Senior Leadership & Client Relations: Maura C. (Portfolio Director), Lynda Deakin (IDEO Partner)
A Celebrity-Led Menopause Brand with A Bold Purpose
Actress Naomi Watts and Biotech manufacturer Amyris joined forces
to create a new wellness brand with a two-fold focus: bring quality, clean and effective skincare, haircare and intimate products to market for
pre-/menopausal women, and end the stigma around menopause through better health education, as well as community engagement.
Marylouise led the IDEO team of researchers, copywriters, and visual designers in crafting a brand identity that consolidated and aligned Watt’s wishes for bold vivacity, Amyris’ desire to elevate sustainable science, and their target consumers’ need
for practical solutions that work.
We brought direction and clarity to the brand by creating a singular strategic brand foundation that included a unified Purpose, Mission,
Vision, Personality, and Positioning. This was brought to life through
a comprehensive visual and verbal brand identity, with a showcase
of key collateral including social and web.
