Personalized Beauty Discovery came to Butchershop ready to move away from being the invisible parent company behind subscription giants IPSY and BoxyCharm. They had built an ecosystem that served the beauty community, acting as a data flywheel that offered a scalable direct marketing and distribution platform for their creators. After successful partnerships with the likes of Khloe Kardashian and TikTok Star Addison Rae, PBD needed a new B2B site that demonstrated the scale of what they had set out to do, and were actively accomplishing.

We started by thinking about the values that PBD represented. Community. Individuality. Innovation. Passion. Energy. Activation. We introduced a new name that encapsulated these values ‐ Beauty For All Industries ‐ and set about creating a visual identity and digital experience that made it clear: this is a place where all faces are equally welcome and exclusivity isn’t.

We knew that we needed to meld the worlds of technology and beauty in a way that didn’t rely too heavily on one experience over the other. The beauty world had taken a nap sometime around 1980 and had not woken up from their slumber as incredible new creators with vastly different ways of connecting with their core customers had emerged. Starting with the logo, we chose Ringside, a Hoefler & Co powerhouse san serif for the wordmark and zeroed in on our “dot.” The dot is our beauty mark. It’s our data point. It’s bold, simple and matter of fact. We created a color system balanced around black and white, and introduced a “pop of color” hierarchy that favored both neutral tones and vibrant, pigmented hues based on the products themselves and the community BFA is a part of.

When it came to outlining a grid and graphic system, we worked to introduce a very defined and identifiable structure, making it as accessible as possible. Within that framework, we articulated the vibrancy of the products and the beauty enthusiasts themselves through our photography and art direction. Photo treatment required a custom filter that adds activated prisms and light leaks underscoring “the magic of beauty” that connects creators to the BFA community.