VISUAL IDENTITY FOR
A BEAUTY BRAND

Everlast is a clinical cosmetics manufacturer, developed by Dr. Justin Piasecki. Everlast’s target customer is an educated upper-middle-class woman over 45 years old. To define the target market, I did a little more in-depth customer analysis and created a persona, Lauren McCabe. In order to attract the target audience, I strategically created a brand that would resonate with our persona—one that evoked the same sophistication and elegance she sought from their results. Our research showed, that our target market connects to brands that evoke not only logic but also emotions, so I decided to humanize and feminize the brand strategically positioning them to build loyalty.

Our collaboration resulted in establishing a distinct, premium brand identity and positioning bringing this to life through packaging, print, website and promotional materials. Everlast now radiates confidence. The brand is helping the clients to see them in a new light and reinvigorated the company from the inside out.