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Emerging Designers MN AIGA 12/10/09
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Emerging Designers MN AIGA 12/10/09



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  • 1. Bobbi Brown Cosmetics Research, Strategy & Website Design December 10, 2009
  • 2. Zeus Jones combines strategy, creativity, design, digital and user experience in brand new ways. © Zeus Jones 2007
  • 3. This approach leads to many different design solutions. Brand Identity Packaging & Products © Zeus Jones 2007 Interactive & Social Media Retail Spaces & Experiences
  • 4. Bobbi Brown Cosmetics Founded in 1991 by Bobbi Brown Owned by Estée Lauder since 1995 Headquartered in New York City Sold in over 850 doors and 50 countries worldwide Fastest growing cosmetics brand in the world (along with their sister brand MAC) © Zeus Jones 2007
  • 5. A few key steps in our process: 01. Immersion 02. Category Audit 03. Mood Boards 04. Design Directions 05. Final Refinements © Zeus Jones 2007
  • 6. 01. Immersion Interview core team at Bobbi Brown Uncover valuable brand assets that are hidden or underutilized Discover the brand’s core belief © Zeus Jones 2007
  • 7. Under-Leveraged Brand Assets Books New York Fashion Week Television Appearances Studio and Lab Magazine Features Stylist to Michelle Obama © Zeus Jones 2007 Personally Trained Artists Various Social Causes Overall Personality
  • 8. Core Belief: Bobbi Brown empowers women to believe in their individual beauty and teaches them how to naturally enhance it. © Zeus Jones 2007
  • 9. 02. Category Audit Look for visual and thematic clichés being played out amongst competitors Find open space within the category that Bobbi Brown could naturally occupy © Zeus Jones 2007
  • 10. © Zeus Jones 2007
  • 11. Finding open space within a crowded category The category is: Open space in the category: Bobbi Brown is: All about attitude All about empowering Women Helping women discover their own beauty Celebration of their product Celebration of women Nothing real to say Rich in content Providing women with tools to make their own decisions Cookie cutter beauty Individualized beauty Selling the makeover Teach you to be your own expert Simple, clean and timeless Fixing what’s wrong Accentuating what’s right Camouflage your skin color Compliment your skin color Complicated Effortless Superficial Beauty Inner beauty Their specific look Your own look Transaction-oriented Service-oriented © Zeus Jones 2007
  • 12. 03. Mood Boards Create a visual roadmap for design exploration Get the client involved in the design process © Zeus Jones 2007
  • 13. Editorial influenced Clean, simple photography Tips and tools Emphasis on artistry Classic typography Bobbi loves hot pink © Zeus Jones 2009
  • 14. 04. Design Directions Three variations on a theme. © Zeus Jones 2007
  • 15. © Zeus Jones 2009
  • 16. © Zeus Jones 2009
  • 17. © Zeus Jones 2009
  • 18. 05. Final Refinements Adding the final touches and launching the site. © Zeus Jones 2007
  • 19. © Zeus Jones 2009
  • 20. © Zeus Jones 2009
  • 21. © Zeus Jones 2009
  • 22. © Zeus Jones 2009
  • 23. © Zeus Jones 2009
  • 24. © Zeus Jones 2009
  • 25. © Zeus Jones 2009
  • 26. A Few Conclusions Understanding your client’s business makes it easier to know you are doing the right thing. Understanding the category makes it easier to stand out amongst competitors. Working collaboratively with a client is the quickest way to the best solution. Design shouldn’t be merely about decoration, but an important part of solving real business problems. © Zeus Jones 2007
  • 27. Thank You AIM: brdsurcey