Rebranding
I was tasked to help rebrand Charlotte Russe’s initialed logo, image direction, and prepare imagery for their first campaign post-rebranding, their beauty line. Since their demographic is mostly teens/young adults, Charlotte Russe wanted their brand to feel high end but affordable. For their initialed logo we created many drafts that ranged from very graphic to very rough and ended up with a design which had the potential to look very formal but with added texture it felt more relaxed.
Before the shoot for the image direction we knew we wanted to campaign to convey 3 types of girls would would use Charlotte Russe’s natural yes vibrant makeup: girly girls, cool girls, and expressive girls. To do this we used 3 different treatments for the corresponding image. Along with the image editing we overlaid the initialed logo on the main set of campaign images creating a new layer of color and visual interest to the images.
Drafts
Final
Brand Book
Once we finished the complete rebranding of Charlotte Russe, we provided them with a stylized, printed brand book with not only all the new images and logo I made but also other icons for stickers, color, logo treatments and showing them how to present their brand statements, slogans and philosophy.
