NGV x Mecca

A collaboration meant to design a campaign centering the idea of 'Makeup is Art'.

The concept is based on celebrating artists' works exhibited at NGV and incorporating the art styles with Mecca’s range of cosmetic products. The branding for the campaign comes from the visual language used in the artists’ works that are featured at the NGV exhibition.

The initial idea came from the promoting the message ‘Makeup is art’, which was then assimilated in the campaign name ‘Expression’. This campaign and product line represents the idea that makeup is used as a means of self-expression and and a way to perform one’s identity.

This idea speaks to the artists works; as Yayoi Kusama and Cindy Sherman have worked to depict ideas of self- expression and gender identity. The works of Pipilotti Rist often explore the body in motion, which is used as a visual motif in the posters, promoting the exhibition series.

The 'X' logo came from the essential brief to create a campaign branding collaborating both the brands (makeup and art gallery) that are so different from one another.

The Expression campaign borrowed from both the brands, the bright feminine colours of pink, magenta, and stylish serif typography; along with the calming royal blue and formal sans-serif Roboto typeface. The brand patterns are drawn from Yayoi Kusama's motif of polka dots, and repetitive art style from her 'Infinity' series.