2021 Winner
2021 Winners
Living Beauty Inc.
Brand Re-Launch
Living Beauty Inc. develops and inspires meaningful connections between the most innovative brands, trusted retailers and respected professionals in the industry. Blok Design designed an identity as well as a digital experience as part of a larger re-branding and re-naming effort.
Their task was to create an identity and digital experience for Living Beauty Inc. that paralleled the brand's fluid understanding of beauty, its dimensionality, how it can expand and its possibility to transform. The challenge was to create a brand that was clear, distinct and capable of holding space for itself amongst the various brands Living Beauty Inc. works with. At the same time, the identity needed to have an elasticity and softness that paralleled their personalized approach to beauty, business and mission of building meaningful relationships. This balance was key for positioning Living Beauty Inc. as a visionary company that lives up to their ethos.
They started by mining and clarifying Living Beauty Inc.’s purpose, messaging and desired impact. These strategic sessions allowed them to ground the brand’s vision and values in order to create an identity with fluidity and movement for years to come. They approached the digital experience the same way, mining strengths, weaknesses and a sensibility that we were living in different times due to Covid-19. This understanding of behavioural shifts due to the pandemic allowed us to approach challenges in the most human of ways.
The identity explores the magical synergies between life and beauty in realizing its fullest potential. The logo is contemporary, fluid in form yet grounded in strength and clarity, mirroring Living Beauty Inc.’s holistic approach to business and beauty. The relationship of the L and B is continuous and evokes a soulful human connection reflective of the brand’s passion and personal commitment. They decided to overhaul the photography and created a consistent language that was able to hold Living Beauty Inc.’s diverse offering. The visuals are unified and distinct, soft but still impactful.
For the digital experience, they created a custom website that is imbued with flexibility and depth, balancing the relationship between company and individual. The site served as a platform to highlight the deep relationships Living Beauty Inc. has with its partners and brands, both from a service and a product perspective. It also illustrates the accomplishments the company has quietly amassed over the years, demonstrating how active, involved and connected they have been in this space. They kept the navigation clear, easy to use and always present. They used analytics from Living Beauty Inc.’s first site as a guide to re-define the architecture, strengthening what was already working while finding solutions for known challenges.
Design was key in driving the project’s successes as Living Beauty Inc. would be re-launching into the world with a new brand identity and name. The brand had to feel unique but convey their ethos as this was their main differentiator. With Covid-19, the launch was purely digital so the website played a crucial role. They added new features like the “Stockist” page which illustrates the many relationships Living Beauty Inc. has established for their brands on a national level. From a functional point of view, the “Stockist” page also provides consumers with easy access to their products based on their location. Another important addition is the “News” page which acknowledges all of the work, from press to product launches, Living Beauty Inc. has been involved in, further highlighting their breadth of services, offerings and positioning as industry leaders.
As a result, the website and content are easier to navigate while also being more emotionally and visually compelling. The cohesiveness of brand, experience, vision and voice allows for a seamless transition into this new phase for Living Beauty Inc. and Mariam (founder).
A core feature they challenged would be the website’s individual brand pages. These are built as a custom modular system enabling Living Beauty Inc. to have a variety of layouts between brands so each page feels unique and responds to specific needs. Furthermore, this type of system permits a more editorial approach to photography, making the site feel contemporary while being easy to read.
They also looked for small opportunities to include subtle details throughout the site that would surprise and delight, such as the “About” page. Here, they played with typography and animation to bring a playfulness and joy to a content dense page while offering the user a moment of pause. Additionally, this page includes a hover feature for every team member, inviting the user to discover more about each of them. This functionality encourages connection on a more personal level which is what Living Beauty Inc. is all about. Typography and soft animation are used again in the “Brands” page to reveal and draw attention to the company’s core purpose.
Their task was to create an identity and digital experience for Living Beauty Inc. that paralleled the brand's fluid understanding of beauty, its dimensionality, how it can expand and its possibility to transform. The challenge was to create a brand that was clear, distinct and capable of holding space for itself amongst the various brands Living Beauty Inc. works with. At the same time, the identity needed to have an elasticity and softness that paralleled their personalized approach to beauty, business and mission of building meaningful relationships. This balance was key for positioning Living Beauty Inc. as a visionary company that lives up to their ethos.
They started by mining and clarifying Living Beauty Inc.’s purpose, messaging and desired impact. These strategic sessions allowed them to ground the brand’s vision and values in order to create an identity with fluidity and movement for years to come. They approached the digital experience the same way, mining strengths, weaknesses and a sensibility that we were living in different times due to Covid-19. This understanding of behavioural shifts due to the pandemic allowed us to approach challenges in the most human of ways.
The identity explores the magical synergies between life and beauty in realizing its fullest potential. The logo is contemporary, fluid in form yet grounded in strength and clarity, mirroring Living Beauty Inc.’s holistic approach to business and beauty. The relationship of the L and B is continuous and evokes a soulful human connection reflective of the brand’s passion and personal commitment. They decided to overhaul the photography and created a consistent language that was able to hold Living Beauty Inc.’s diverse offering. The visuals are unified and distinct, soft but still impactful.
For the digital experience, they created a custom website that is imbued with flexibility and depth, balancing the relationship between company and individual. The site served as a platform to highlight the deep relationships Living Beauty Inc. has with its partners and brands, both from a service and a product perspective. It also illustrates the accomplishments the company has quietly amassed over the years, demonstrating how active, involved and connected they have been in this space. They kept the navigation clear, easy to use and always present. They used analytics from Living Beauty Inc.’s first site as a guide to re-define the architecture, strengthening what was already working while finding solutions for known challenges.
Design was key in driving the project’s successes as Living Beauty Inc. would be re-launching into the world with a new brand identity and name. The brand had to feel unique but convey their ethos as this was their main differentiator. With Covid-19, the launch was purely digital so the website played a crucial role. They added new features like the “Stockist” page which illustrates the many relationships Living Beauty Inc. has established for their brands on a national level. From a functional point of view, the “Stockist” page also provides consumers with easy access to their products based on their location. Another important addition is the “News” page which acknowledges all of the work, from press to product launches, Living Beauty Inc. has been involved in, further highlighting their breadth of services, offerings and positioning as industry leaders.
As a result, the website and content are easier to navigate while also being more emotionally and visually compelling. The cohesiveness of brand, experience, vision and voice allows for a seamless transition into this new phase for Living Beauty Inc. and Mariam (founder).
A core feature they challenged would be the website’s individual brand pages. These are built as a custom modular system enabling Living Beauty Inc. to have a variety of layouts between brands so each page feels unique and responds to specific needs. Furthermore, this type of system permits a more editorial approach to photography, making the site feel contemporary while being easy to read.
They also looked for small opportunities to include subtle details throughout the site that would surprise and delight, such as the “About” page. Here, they played with typography and animation to bring a playfulness and joy to a content dense page while offering the user a moment of pause. Additionally, this page includes a hover feature for every team member, inviting the user to discover more about each of them. This functionality encourages connection on a more personal level which is what Living Beauty Inc. is all about. Typography and soft animation are used again in the “Brands” page to reveal and draw attention to the company’s core purpose.