Pace
I decided to bring this project to life because I wanted to force myself to strengthen my research skills on a topic I know little about.
In this case, it’s makeup. The idea generated from the phrase “makeup for people who don’t wear makeup” and then the concept of “a product with a very niche target market.”
Logo
The first step in my process to establish the visual direction for the brand that will speak to the target market. Pace’s target market is holds an active lifestyle, but wears makeup that is more functional than glamour. From this, the makeup and skin care products Pace sells isn’t considered feminine and makes their consumers routine not feel hindered.
A sleek, simple typographic mark with unique curves and complementing angles, which further signifies sleek design, motion, and fluidity
Product Line
This product line consists of two makeup and two skincare related products. These products are a foundation, mascara, exfoliator, and lotion. The product packaging is designed with a colored diagonal stripe that relates to the main ingredient and or function of that product. The green is for products that contain aloe vera, while the aqua blue is for waterproof products.
Ad Campaign
This ad campaign shares the same elements as the packaging to keep the brand visuals consistent. This will be treated as a brand awareness campaign to grab the attention of the target market. The ad campaign is separated into one series for makeup and one for skincare.
Each ad has a headline that correlates with the image it’s paired with. For example, the makeup ad reads “Makeup that runs with you,” speaking directly to the audience and reminiscent of the brand tagline “Goes With You.”
These ads will be placed in stores like Nike, Dick’s Sporting Goods, and Finishline. Dick’s Sporting Goods has yet to have a product like Pace, but since the target market is likely to shop there, it would be a good place to sell the product.
Social Media
Pace’s social media will have promotional messaging like a discount on first purchase, events, new products, and more. Pace will also work with sponsors like Planet Fitness to promote products and services across these social media platforms.