Living Proof Brand Refresh

Art Direction – Icon Design

I led a brand refresh for Living Proof with my co-designer, Rachel Reilly, after Unilever requested that we age down Living Proof’s core consumers from Baby Boomers to Gen-Zs and Millennials.

Our innovative approach with the new brand direction, 'Geek Chic,' aimed to blend beauty with science, ‘Living’ with ‘Proof,’ and create a brand where beauty and science could naturally coexist. The outcome was a fresh library of unified videos, photography, and iconography for the marketing team to leverage across marketing and digital channels.

Additional Art Direction by Rachel Reilly and Kerry Bohm
Photography by Frank Terry
Product Photography by Heather McGrath
Videography by Tommy Moore

Product Photography Style

Living Proof’s new product photography makes use of geometric shapes and colors in minimal, thoughtful environments.

Technology Imagery

The new marketing materials used quirky, visually appealing, and consumer-friendly metaphors to represent technical concepts.

Who is Living Proof?

The new faces of Living Proof are natural, warm, and playful. They embody the idea of “perfect imperfection,” wear easy-to-achieve styles, and pose with life and movement.

Design Elements

Living Proof’s new brand guidelines included a consolidated color palette and iconography.