Maybelline New York, Digital graphic guidelines. Pattern document all the graphic rules and best practices in terme of design: logotype, typography, colors, graphic shapes and uses of photography. The full document contains 48 pages, result of 2 years work. Document designed ans written by François Soulignac
Context | Facts and figures
Client : Gemey-Maybelline New-York (L’Oréal)
Agency : Mediagong | Leo Burnett Paris
Project : Digital graphic standards France (2010-2012)
Budget : Confidential
Type of product : Make Up industry
Target : Girls teenager & Woman
Maybelline is an brand founded in 1915 and acquired by L’Oréal in 1996. To optimize the local market penetration (outside USA and Japan) the brand is disseminate thanks to local actors. In France : Gemey (born in 1923); in Germany & Austria : Jade (founded in 1964 & acquired by L’Oréal in 1995); in Brazil: Colorama (founded in 1976 and acquired by L’Oréal in 2001); in Argentina : Miss Ylang (founded in 1939 and acquired by L’Oréal in 2000); and in Colombia : Vogue (founded in 1955 and acquired by L’Oréal in 2012).
Gemey-Maybelline is a make up brand leader on the french mass market. Their communication is historically focused on two targets : women 40 old and more (the “Gemey” woman) and girls teenagers (the “Maybelline” woman). For digital communication, we had to solve several challenges : improve online visibility, seducing young target and keeping confidence of historical target.
My intervention / Skills developed
Art direction, Lean Production & Graphic design. I was the Art director responsible for Gemey-Maybelline account during 2 years : global design (team working with sales department), graphic trends (team working with project management unit), interface designing (co-working with graphic design unit), streamline definition, graphic guidelines, newsletters, welovemakeup and several others visual creation for social platforms (Facebook). This pattern document includes all graphic rules and best practices : logotype, typography, colors, graphic shapes and uses of photography. Full document was made after 2 years work on different design items.
© Mediagong Leo Burnett/L’Oréal – Charte Internet France Gemey-Maybelline 2010/2012, 48 pages (extraits). Conception, rédaction et direction artistique : François Soulignac. Digital Guidelines France Gemey-Maybelline 2010/2012, 48 pages (extracts). Design, writing and art direction : François Soulignac.