Project Description: For this project, I was tasked with creating the branding and visual identity for Wave of X, a dynamic and modern cosmetic brand aimed at young females aged 20-30. The brand’s mission is to empower women to embrace their free-spirited personalities and approach life with a positive, fearless attitude, much like a wave that moves forward confidently.
 
Deliverables: Logo, Branding guidelines, and both Physical and Digital marketing materials. 

Color Palette: Vibrant orange with muted black and white to evoke a sense of confidence and youthfulness. 

Typography: A balanced mix of modern sans serif fonts with elegant serif typefaces, clean and easily legible, making it perfect for digital interfaces, packaging, and promotional materials.

Style: A clean, polished look that resonates with a contemporary aesthetic.
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Goals: (1) Create a design system that fits seamlessly with the brand’s contemporary aesthetic while remaining functional across all product feeds and marketing materials. (2) Ensure brand consistency across digital and physical touchpoints, from packaging to the app interface, so users feel a cohesive experience at every step. (3) Design an intuitive, modern, and visually appealing user interface for the Wave of X. The app had to be easy to navigate, with clear information and a smooth purchasing process for beginners.

User's Challenges: (1) Many customers were new to cosmetics and unsure of the correct order to apply makeup products. (2) Customers needed extra support and guidance when purchasing cosmetics online, often unsure about which products would best suit their needs.

Solutions: (1) To address beginners’ needs, I integrated step-by-step tutorials within the app that provided easy-to-follow instructions. The app also encourages users to share their makeup videos and experiences, creating a community of learning and engagement. (2) I designed a live chat feature that allows customers to communicate with expert makeup artists in real time. This offers personalized advice and answers to customers’ specific concerns about makeup application. (3) To give customers more confidence in their purchasing decisions, I proposed a “Try Me” sample program, where users could receive small samples of products before committing to a full-size purchase. This adds an element of trust and ensures a risk-free shopping experience. 
 
Takeaway: This project was a unique challenge because it required me to think both as a designer and as a consumer. It was an opportunity to understand the real-world struggles faced by individuals unfamiliar with cosmetics and create a design that truly supports their needs. Although this was not a real-world client project, I learned valuable lessons in branding, product design, and user experience design.

Through the process, I also gained insight into how branding design extends beyond just visuals to impact the customer journey, particularly in digital spaces like apps. Designing with the user in mind, especially for those new to a product category, was a key lesson in creating empathy-driven design.