Project Description: For this project, I was tasked with creating the branding and visual identity for Wave of X, a dynamic and modern cosmetics brand targeting 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.
​
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 presented a unique challenge, as it required me to approach the work from both a designer’s and a consumer’s perspective. It offered valuable insight into the real-world difficulties faced by individuals unfamiliar with cosmetics, and it challenged me to develop a design that genuinely addressed their needs. Although it was not conducted for a real-world client, the experience provided meaningful lessons in branding, product design, and user experience.

Throughout the process, I also gained a deeper appreciation for how branding design extends beyond visual appeal to influence the entire customer journey, particularly in digital contexts such as mobile applications. One of the most important takeaways was the necessity of user-centered thinking, especially in designing for those who are new to a product category. This experience reinforced the value of empathy-driven design as a foundation for creating accessible and supportive user experiences.