Blok rebrands Living Beauty Inc. to reflect their Fluidity, Softness & Connections built over the Years

CONTEXT

The identity and digital experience for Living Beauty Inc. was designed as part of a larger rebranding and re-naming effort. We had to create an identity and visual language that was clear, distinct and capable of holding space for itself amongst the various brands the company works with. At the same time, the identity needed to have a fluidity and softness that paralleled theirpersonalized approach to beauty, business and mission of building meaningful relationships. This balance was key for positioning Living Beauty Inc as a visionary company that lives up to their ethos.

METHODOLOGY 

We always start a project with a unique questionnaire. This allows us to analyze the essence of a project and where we can expand. We connected deeply to the vision and values of Mariam White (owner & founder of Living Beauty Inc.) which allowed us to create an identity with elasticity and movement that can keep growing for years to come. We started the web design process the same way, mining strengths, weaknesses and a sensibility that we were living in different times. This understanding of behavioural shifts due to the pandemic allowed us to approach challenges in the most human of ways.

We started this project at the beginning of the pandemic and had to navigate processes, in lockdown. Things we normally do in person had to be re-imagined, such as strategic sessions, photoshoots, etc. which required flexibility in movement and thought. These unique circumstances made the experience all the more memorable for us.

PROJECT DETAIL

We added a few new features to the Living Beauty website — the stockist page illustrates the many relationships Living Beauty has established for their brands on a national level and the work they have been doing. From a functional point of view, the stockist page also allows easy access toproducts for their consumers based on their location. The news page acknowledges all of the work, from press to product launches, Living Beauty has amassed over the years, demonstrating theirbreadth of services, offering and positioning as industry leaders.

RESULT

The response was incredibly positive. The identity, site and content are easier to navigate while also being more emotionally and visually compelling, aligning to Mariam's vision. The cohesiveness of brand, experience, vision and voice allows for a seamless transition into this new phase for the company and Mariam.