TEND — Skincare Brand Identity & Advertising

TEND is a conceptual skincare brand built around the idea that healthy skin begins with intentional care. The identity combines understated elegance with a fresh, contemporary visual language to create a brand that feels refined, trustworthy and effortlessly premium.

From the Visual language to the advertising direction, every element was developed to give TEND a distinctive presence in the modern skincare market - where simplicity, confidence and care become part of the brand experience.

The lit, dimensional wordmark is an unusual call for skincare — that shelf mostly goes flat and matte, so this reads closer to tech than beauty. Curious how the glow holds up once it has to be embossed or foiled on an actual tube.

Gulf Extrusion, a Dubai-based company, wanted to launch an internal campaign to motivate staff and drive this year's sales targets. I designed the full campaign and branded the workplace environment to create daily visual reminders that kept the team focused and goal-oriented.

Internal campaigns wear out faster than external ones, since the same fifty people walk past the wall every morning. Treating the sales target as its own mark with badges and polos is probably what keeps it alive past month three; which held up longer in practice, the environment graphics or the wearables?