Emerging Designers MN AIGA 12/10/09

Bobbi Brown Cosmetics Research, Strategy & Website DesignDecember 10, 2009

© Z

eus

Jone

s 20

07

Zeus Jones combines strategy, creativity, design, digital and user experience in brand new ways.

© Z

eus

Jone

s 20

07

This approach leads to many different design solutions.

Brand Identity Packaging & Products

Interactive & Social Media Retail Spaces & Experiences

© Z

eus

Jone

s 20

07

Bobbi Brown CosmeticsFounded in 1991 by Bobbi Brown

Owned by Estée Lauder since 1995

Headquartered in New York City

Sold in over 850 doors and50 countries worldwide

Fastest growing cosmetics brand in the world (along with their sister brand MAC)

© Z

eus

Jone

s 20

07

01. Immersion 02. Category Audit

04. Design Directions 05. Final Refinements

03. Mood Boards

A few key steps in our process:

© Z

eus

Jone

s 20

07

01. ImmersionInterview core team at Bobbi Brown

Uncover valuable brand assets that are hidden or underutilized

Discover the brand’s core belief

© Z

eus

Jone

s 20

07

Under-Leveraged Brand Assets

Books New York Fashion Week Television Appearances

Studio and Lab

Personally Trained Artists

Stylist to Michelle ObamaMagazine Features

Various Social Causes Overall Personality

© Z

eus

Jone

s 20

07

Bobbi Brown empowers women to believe in their individual beauty and teaches them how to naturally enhance it.

Core Belief:

© Z

eus

Jone

s 20

07

02. Category Audit

Look for visual and thematic clichés being played out amongst competitors

Find open space within the category that Bobbi Brown could naturally occupy

© Z

eus

Jone

s 20

07

© Z

eus

Jone

s 20

07

The category is:

All about attitude

Celebration of their product

Nothing real to say

Cookie cutter beauty

Selling the makeover

Fixing what’s wrong

Camouflage your skin color

Complicated

Superficial Beauty

Their specific look

Transaction-oriented

Open space in the category:

All about empowering Women

Celebration of women

Rich in content

Individualized beauty

Teach you to be your own expert

Accentuating what’s right

Compliment your skin color

Effortless

Inner beauty

Your own look

Service-oriented

Finding open space within a crowded category

Bobbi Brown is:

Helping women discover their own beauty

Providing women with tools to make their own decisions

Simple, clean and timeless

© Z

eus

Jone

s 20

07

03. Mood BoardsCreate a visual roadmap for design exploration

Get the client involved in the design process

© Z

eus

Jone

s 20

09

Editorial influenced

Emphasis on artistry

Clean, simple photography

Classic typography

Tips and tools

Bobbi loves hot pink

© Z

eus

Jone

s 20

07

04. Design DirectionsThree variations on a theme.

© Z

eus

Jone

s 20

09

© Z

eus

Jone

s 20

09

© Z

eus

Jone

s 20

09

© Z

eus

Jone

s 20

07

05. Final RefinementsAdding the final touches and launching the site.

© Z

eus

Jone

s 20

09

© Z

eus

Jone

s 20

09

© Z

eus

Jone

s 20

09

© Z

eus

Jone

s 20

09

© Z

eus

Jone

s 20

09

© Z

eus

Jone

s 20

09

© Z

eus

Jone

s 20

09

© Z

eus

Jone

s 20

07

A Few ConclusionsUnderstanding your client’s business makes it easier

to know you are doing the right thing.

Understanding the category makes it easier to stand out amongst competitors.

Working collaboratively with a client is the quickest way to the best solution.

Design shouldn’t be merely about decoration, but an important part of solving real business problems.

Thank [email protected]/bsurceyAIM: brdsurcey