Independent branding, illustration, art direction and website for BILLIE — a new, subscription-based razor and body care brand, for women.
As an inclusive, body-positive brand that supports female empowerment, the identity takes a stand with bold character, inspired by the spirit and confidence of 90's feminism.
As sole designer across every touchpoint, my role was to build a cohesive and compelling visual brand story from scratch — with a fresh, authentic and unexpected voice.
Visit MYBILLIE.COM and on INSTAGRAM to see more.
LOGO & TAGLINE
Minimalism meets pop. A straightforward sans-serif with exaggerated proportions, referencing the movement of a razor. Color brings the logomark to life, with 90's nostalgia reimagined for a new audience.
TYPOGRAPHY & COLOR
Bold meets feminine — with daring pops of color.
Combining photography with video, I art directed a lifestyle campaign that personified the Billie spirit — happy, effortless and with a focus on smooth skin.
I cast women who represented our audience, of all shapes, sizes and colors. Taking inspiration from the everyday routine, poses and movements played up morning warm-ups, with half-dressed bathroom bffs taking the lead.
Product was shot amongst textures reminiscent of bathroom surfaces, with bright, morning lighting and pops of the brand palette bought in through propping.
The campaign is currently being applied throughout brand collateral, including a printed How-To guide.
24-hour placement in Times Square, 6 months after launch
Full e-commerce website, built on Shopify ReCharge. Brand elements are weaved together with video integration throughout, for a rich content experience. The site is dotted with unexpected details such as colored letter-by-letter text input fields, custom iconography and surprise hover states.
Custom iconography continues to be developed for product claims, benefits and social.
A series of illustrations combines the brand color and graphic sensibility, whilst mimicking the brand's art direction vernacular. The suite adds a playful element to the website and packaging, with more in development as the brand deliverables continue to extend.