Case overview
BossUp Cosmetics is a beauty brand that emerged in 2021, started by a young entrepreneur, Aaliyah Arnold. The brand quickly gained popularity on social media for its quality, affordability, and strong moral values. Recognizing its potential for substantial growth, Aaliyah saw the need for a more refined visual identity that truly reflected the brand’s ethos of empowerment and bold self-expression.
Involvement
- Brand Strategy
- Illustrations
- Web Design
Our Approach
The goal was to reimagine the brand’s identity to better align with its name, “BossUp,” which symbolizes success, confidence, and strength. The challenge was to create a visual language that exudes power and boldness while remaining sophisticated and appealing to its target audience.
The initial evaluation revealed that the brand’s website had a basic design using templates, which lacked cohesive visual appeal. To address this, I focused on developing a brand identity that could make BossUp stand out in a competitive market. The revamped identity utilizes deep, empowering colors, mainly pinks and warm reds, paired with refined gold accents to highlight luxury.
I chose a combination of Futura2 for its bold, modern presence, and August Script to introduce a touch of elegance and femininity, aligning with the brand’s message. The logo features a minimal yet strong design that incorporates upward lines symbolizing growth and success and gives the feeling of a crown, visually reflecting the brand’s name.
I opted for rich reds and pinks, complemented by warm golds. This color scheme conveys boldness, confidence, and empowerment, ensuring that the brand’s visual language remains powerful and inviting.
The Results
The redesign included a cohesive application of the new branding across the website, advertising materials, and product packaging. The website now features a more dynamic layout, with bold typography and imagery that showcases BossUp’s products and values effectively. Products like face balms, lashes, and other cosmetics were given packaging that resonates with the brand’s message, featuring clear, striking designs that communicate quality and self-care.
The updated visuals led to a significant increase in customer engagement on social media and a positive response from the target audience. The brand identity now fully reflects the essence of “BossUp” – confidence, strength, and putting oneself first.
