Formula Z was founded by teen makeup artist and entrepreneur, Zach Dishinger. Their goal is to be the leading gender-free beauty brand rooted in authenticity, individualism, purpose, and self-expression.
To aid them in achieving their objectives, we joined forces with Formula Z to thoroughly evaluate their visual and verbal resources, aiming to rejuvenate their overall look. Through this, we were able to craft a stronger and unified representation, while preserving the ability to adapt effortlessly in the future.
At its core, Formula Z believes that makeup can be a form of self-expression for anyone. Feeling beautiful is a human experience that transcends the gender you identify with, the color of your skin, or the person you love.
Through our collaboration, we defined Formula Z's mission statement, positioning, typographic usage, and headline approach, imparting these insights into a comprehensive 24-page brand guideline.
