Mayana - Brand Creation
I led the creation of Mayana Beauty, a bold new makeup brand from Brazil, overseeing every aspect of the brand’s identity, packaging design, launch assets and website. As the creative director, I led the entire design process, from developing the brand strategy to delivering the final creative assets for launch. The project included the development of a comprehensive creative strategy and brand platform, anchored by the tagline “Makeup Artistry for Limitless Expressions.” This strategic foundation informed the design identity, packaging, and launch materials, ensuring that the visual language resonated with the brand’s progressive ethos and global aspirations. The design concept was crafted to complement Mayana’s innovative formulas, aligning with the brand’s mission to inspire creativity and confidence. The visual identity reflects the brand’s bold, vivacious spirit and is a celebration of vibrant self-expression. Every element—from the packaging to the launch assets—was designed to communicate Mayana’s progressive Brazilian roots and its worldwide mindset. In addition to the brand identity and packaging, I also directed the creation of dynamic launch assets, including photography and film for social media. The final design language and tone of voice deliver a powerful, cohesive message that speaks to a diverse, global audience while staying true to Mayana’s authentic Brazilian origins.