As my thesis project at Northeastern, I decided to create a makeup brand that was inclusive to all identities – ethnicities, genders, shapes, sizes, etc. Having grown up with a love for makeup and makeup brands, I’ve always noticed a lack of representation and inclusivity when it comes to color choices, the models used in advertising campaigns, color palettes that are only geared toward one gender and much more.

I chose the name “Identity” because I felt that this communicated the overall message of the brand and the color palette I went with is meant to target all gender identities and break the “norm” of pinks and purples in makeup branding. In the end, I was able to create the brand elements, advertisements, product design, and a website for my final collateral (seen below).