A university project, aiming to create the concept and content for a successful and well-informed pride campaign, for a beauty brand. For project purposes, the campaign was conceptualised for Fenty Beauty as they are a younger brand with a large LGBT+ audience, yet have never released pride content. Please note: this is a campaign concept and in no way associated with Fenty Beauty. The Fenty logo and packaging shapes are property of Fenty Beauty.
A consistent problem with pride campaigns is that they can be insensitive and lazy, and just feature overused imagery of a rainbow flag, without any meaningful action behind it. Therefore the project goal was to create a pride campaign that's genuinely informative, full of unique exciting imagery, and has meaningful action behind it to help LGBT+ causes.
The solution was a pride campaign that teaches people about the meaning of each eight original pride flag colours, and how they relate to the LGBT+ experience. From this, it encourages Fenty's audience to create and share makeup looks inspired by these meanings, using product shades created for the campaign from which the profits would hypothetically be donated to LGBT+ causes; supporting both the LGBT+ community and the beauty brand.
Outcomes included: simple clean photographs that focused on featuring the makeup and inspiring others to share their makeup for the campaign; a fresh logo and textures to keep campaign content and packaging consistent; the concept for new shades of Fenty's 'Killawatt' highlighter to match the campaign; mockups of store displays, social media posts, and campaign packaging design, using the photographs and textures created.
Photography
STORE & Social media MOCKUPS
product & packaging Mockups
Logos and Textures
