Mary Kay
Rebranding
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BRAND IDENTITY
BRANDING

Course/
Nature of Identity

Timeline/
Fall 2020

Deliverables/
Logo
Brand Guidelines
Website

Tools/
Adobe Photoshop
Adobe Illustrator
Adobe InDesign
Adobe XD
WIX

Objective/
Create a refreshed brand identity and brand guidelines for an existing brand, ensuring it remains true to its original essence (brand soul). Choose a brand with strong conceptual potential, allowing for exploring multiple creative directions.

Approach/
Mary Kay is one of the largest direct-sales cosmetics companies in the US, renowned 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 makeup products. These extensions include products, services, experiences, education, events, and co-branding, all designed to fulfill the brand’s mission and meet customers’ needs.

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

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