creative direction

I Am What I Make Up

2017 | Covergirl | Brand Relaunch


The biggest reboot in COVERGIRL history. An overhaul of everything from talent roster to logo, packaging and brand look and feel.

I Am What I Make Up spelt the end of the “Easy, Breezy, Beautiful” tagline and replaced it with a message championing every person’s power to wear makeup however, whenever and wherever they want—always for their own individual and authentic reasons.





The Pickup




Man’s World




Fire




Print