Boys of Glossier is an advertisement campaign for the popular makeup brand, Glossier. Glossier focuses heavily on women which means there is an unexplored opportunity to promote Glossier’s skincare products and makeup for men as well. Marketing towards men who are interested in grooming themselves a little more than the “average guy”. The campaign will carry the airy yet bold design aesthetic of the original brand, but introduce a layer of clean, “put togetherness” in order to make the visuals more neutral and androgynous.
The logo differentiates itself from the original brand through a new typeface. When the logo is the main display, tagline does not accompany the logo. But when the logo is accompanied by the tagline, appears smaller and placed on the bottom left corner of the tagline.