Client:
Shade Theory - Cosmetic Brand
Project:
Social Media Campaign
Goal:
To build brand familiarity and strengthen audience engagement
Where Beauty Meets Strategy
This project explores a conceptual social media campaign developed for Shade Theory, an Australian cosmetics brand specialising in high-quality foundations, lipsticks, and other beauty cosmetics.
The campaign was designed for Instagram and Facebook, with the primary goal to increase the brand's recognition within the competitive beauty market while driving traffic to the website and online stores.
Through a combination of dynamic feed posts and clear call-to-action messaging, the campaign aimed to build brand familiarity, strengthen audience engagement, and translate social interaction into measurable growth.
Social Media Posts
To maintain strong brand recognition and visual continuity, the feed posts were developed using consistent design concepts that remain both diverse and visually distinctive.
The post uses a classic poster-like design layout, incorporating models, products, brand colours, and strategic typography placement. These designs function as bold graphic statements, reinforcing brand identity through consistent visual application while allowing flexibility across different content pieces and campaign offers.
Logo Variations
The Shade Theory brand features two logo variations, these being the Master Wordmark and the Secondary Branding Badge. This allows the brand to remain visually consistent across platforms, projects, and collaborations without the need for alterations.
The Master Wordmark serves as the primary brand identifier and should be used wherever possible, whereas the Secondary Branding Badge is intended for situations where space is limited.
