Destination Beauty
An award-winning 360° bespoke marketing campaign I designed an identity for from scratch. Located inside all terminals at Heathrow airport, it was the first independent beauty campaign for World Duty Free. The campaign showcases the differing makeup trends of 2019 within five major cities. World Duty Free worked with five high-end beauty brands, assigning one to each city. The brands then created a makeup look on a model complementary to said city's make up style. The design of the campaign title/logo pays homage to the striking typography used in classic aviation branding of the 1950s. I created a lips icon with a traditional beauty spot to accompany the display type. The beauty spot acts as a signifier of the endpoint of a journey, further accentuated by the connecting plane and travel line. I wanted the overall identity to feel young, fresh and bold, inspired by what was trending in beauty branding at the time. Vivid makeup colours, smudge marks and splotches are merged with map style graphic aids tying in beauty with travel. The identity also had to serve the audience in understanding the categorisation techniques of each city style. The colour of the lip icon and abbreviated country codes acts as city indicators. These help to determine which beauty look and promoted beauty products fit with which particular city. The deliverables of the project included a range of in-store and external printed POS, wearable accessories, web ads and online social media assets. Motion design played a big part in integrating the campaign into World Duty Free’s New Generation Store, a first of its kind store situated in Terminal 3, made to digitise the way we shop. Video content constantly rolls on one meandering screen that runs through the whole store, offering the customer a new and immersive shopping experience.