Mary Kay
Rebranding
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BRANDING

Time/
2020 Fall

Tools/
Adobe Photoshop
Adobe Illustrator
Adobe InDesign
Adobe XD
WIX

Objective/

Create a refreshed visual identity and brand guidelines for an existing brand while staying true to its original brand soul. Select a brand with conceptual potential that you can see multiple paths for.

Approach/

Mary Kay is one of the largest direct-cosmetics companies in the US. It is known for creating new opportunities for women in a male-dominated business world. 

The new Mary Kay encourages women to discover their true potential and achieve success not just in the workplace but in every aspect of their lives.

The brand’s new vision will be realized through a set of brand extensions that go beyond make-up products. These extensions include areas like products, services, experiences, education, events, co-branding, etc., that fulfill the brand’s mission and customers’ needs. 

I created 3 detailed brand guidelines and a website to illustrate how Mary Kay will position itself in new realms and provide a holistic experience for its audience.

*DISCLAIMER: This is a non-commercial project/student project created for academic purposes and is not intended to represent or replace the original brand.