Harper's Bazaar
Beauty Generation was a weekly email newsletter by Harper's Bazaar Australia, covering trends, treatments, products and news from the global beauty industry. I worked with them as a freelance designer to develop the sub-brand identity and a suite of display advertising.
Identity
The brief was to create a logo that complemented the Harper's Bazaar masthead while giving Beauty Generation its own presence. Working alongside a brand that strong means restraint is the most important creative decision you can make — there isn't much room to move, and there shouldn't be.
After exploring font styling, variations, boxes and lines, the first concept became the preferred direction: Gotham, tracked wide, set in caps, in a black box. Clean, considered, and right for both brands.
Display advertising
The animation work was a suite of display ads — MRECs and leaderboards — designed to run across Harper's Bazaar's EDM platform and website, with the objective of driving sign-ups to the Beauty Generation newsletter list.
Four design variations of each format, across multiple sizes for both desktop and mobile. The creative challenge was standing out from the surrounding EDM template while staying within the aesthetic of the Bazaar brand — distinct enough to catch attention, measured enough not to feel out of place.