Summer Fridays | FROM CALIFORNIA. FOR THE SKIN AND SENSES.

Helping Los Angeles’ hybrid beauty pioneers to balance a new lifestyle positioning with science and efficacy messaging.

As part of the next stage of their evolution into mature leaders of the rapidly growing hybrid beauty sector, Summer Fridays had developed a new, lifestyle-led positioning and visual identity.

The final ask was to give them a brand endline that would not only capture their riviera spirit and California roots, but highlight their science and skincare efficacy credentials as they moved into new sectors and new markets.

With so many competing priorities to address, I worked with the founders and their team to devise a modular, category-provenance-promise language stack that could be reconfigured to a range of needs and use-cases:

“ESSENTIAL BEAUTY FORMULATIONS

FROM CALIFORNIA.

FOR THE SKIN AND SENSES.”

By preparing simple guidelines for use, we equipped the in-house creative team with a customisable tagline system to ensure flexible yet coherent messaging across multiple business-critical spaces, from hardworking in-store displays to impactful hero outdoor - as well as a new brand line to footnote their new visual identity.

Role: Copywriter

Agency: Sui Generis Cartel, Holiday