GXVE

The challenge? Develop a globally trademarkable brand worthy of an icon’s lifelong passion.

I was working as an operator and consultant for New Theory Ventures, when I had the opportunity to work directly with Gwen and her broader team. It started off with the basics, getting to know Gwen over many zoom calls, understanding the names she had considered and scrapped over the years.

My primary role was spearheading the development of a brand name that could capture her lifelong love of makeup, her authentic personality, and resonate with her global community. I was responsible for all aspects of the naming process, including presentations to Gwen.

My supporting role was focused on design & strategy. To help fast-track the design process prior to the packaging agency onboarding, I developed initial exploratory packaging designs based on Gwen’s moodboards. I also designed a variety of slides and presentations, including infographic slides for the retail presentation, refining presentation imagery.