MA&MI
A visual identity for the DECIEM ABNORMAL BEAUTY COMPANY brand campaign.
For DECIEM’s end-of-year campaign, the goal was to cut through holiday noise and create a meaningful connection with the LA market. Partnering with Portland-based Good Good Good, we launched a custom issue celebrating positive moments across People, Earth, and Animals. The campaign’s centerpiece: pop-up events in LA designed to build relationships with influencers, beauty professionals, and media, while positioning DECIEM as a leader in “Doing Good.”
The challenge was to craft a bold, strategic visual identity for this campaign, deeply rooted in the message of “Doing Good.” It needed to be “abnormal”—a design that transcended typical holiday marketing while genuinely connecting with the target audience on a personal level. Authentic humanhood is the cornerstone for both DECIEM and Good Good Good. The design needed to speak to this raw, real connection. A collage style, grounded in handmade aesthetics and street art roots, was chosen to symbolize the unparalleled drive and energy of “doing”. Skincare is a product used by those who dream, strive, and dare — humans. This visual identity had to capture that spirit, blending a sense of personal authenticity with the larger, energetic message of Doing Good.
The design took a bold, “abnormal” approach to capture the raw, real connection of DECIEM and Good Good Good. Using a collage style with handmade, street art roots, we symbolized the drive behind the campaign—energy, positivity, and authenticity. Interactive social media campaigns invited people to share their stories, while special cards in DECIEM stores allowed customers to pop in their own “Good” message. With several pop-up stores in LA, the campaign came to life, engaging influencers and the community in a celebration of Doing Good. This visual identity made skincare feel like a tool for those who dream, strive, and dare.
Art Direction
Visual Concept
Graphic Design
Creative Director
JASON SANTOS
Producer / Marketing
SYDNEY PETROVIC
