We designed every touchpoint, building a cohesive and compelling visual brand story from scratch — with a fresh, authentic and unexpected voice.
Logo & Tagline
Minimalism meets pop. A straightforward sans-serif with exaggerated proportions, referencing the movement of a razor. Color brings the logomark to life, with 90's nostalgia reimagined for a new audience.
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Typography & Color
Bold meets feminine — with daring pops of color.
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Art Direction — Lifestyle
Lifestyle video and photography that personified the Billie spirit — happy, effortless and with a focus on smooth skin. We cast our audience — women of all shapes, sizes and colors.
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Art Direction — Product
Product was shot amongst textures reminiscent of bathroom surfaces, with bright, morning lighting and pops of the brand palette bought in through propping.
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Above
The identity flexes broadly in application — from digital advertising, to printed How-To guides.
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Billboard placement in Times Square, 6 months after launch.
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Website
Full e-commerce website, built on Shopify ReCharge. Brand elements are weaved together with video integration throughout, for a rich content experience.
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The site is dotted with unexpected details such as colored letter-by-letter text input fields, custom iconography and surprise hover states.
Iconography
Custom iconography continues to be developed for product claims, benefits and social.
Illustration
A series of illustrations combines the brand color and graphic sensibility, whilst mimicking the brand's art direction vernacular. The suite adds a playful element to the website, social and packaging.
The Latest and Greatest
Le Puzz Series two and threeMaking the move back to New york cityCreative direction for new things at BillieLe Puzz Series two and threeMaking the move back to New york cityCreative direction for new things at Billie