Veracity
challenge
2022 was the year of the Renaissance (word to Beyoncé), with brands and individuals craving a fresh identity, Veracity included. Our brand evolution wasn’t just about aesthetics; it was creating a look and feel that embodies who we are: bold, welcoming, and deeply people-centered.
I had the exciting challenge of expanding the brand’s identity system, revitalizing its social media presence, and designing custom apparel and swag for our team. Every design choice was made with the intention of not only standing out but also inviting people in. The goal? A refreshed, dynamic look that reflects our energy, our values, and the people who make Veracity what it is.
Solution
To bring Veracity’s identity to life, we started with a color palette refresh, keeping the original brand colors but making them more vibrant and energetic. We introduced Volt (a highlighter yellow) to inject a bold, electrifying edge that would set the brand apart. To add visual interest and playfulness, we incorporated geometric shapes, affectionately called 'fizz.' We used these elements to ground design components, fill white space with floating accents, or frame photography to give everything a dynamic feel.
The result was a bold, friendly, and people-centered brand that showcased our 'big 4' capabilities with the approachable, close-knit vibe of a small shop.
Launch Experiences
With the launch this new product, the idea is to create immersive experiences and installations around the city. Glossier would take over Manhattan with giant sculptures of the product in uptown, midtown, and downtown, creating a photo op scavenger hunt. Each sculpture will be strategically placed in a neighborhood to reflect its namesake. Fairy can be found in Central Park amongst the trees, Siren is sitting pretty on a pier in Seaport, and Supernova is in the heart of Times Square, reflected in the lights for an intergalactic feel.
Glossier has always been big on customer experience. With G Light, the idea is to tap into that connection: unexpected fun and, let’s be real, free stuff because who doesn’t love that? The launch of this product continues with a party where people can test the powders and create content and connections. Tote bags as cute takeaways, and even a claw machine where guests could try their luck at winning a G Light powder. The goal is to make the launch feel exciting, shareable, and totally Glossier.
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