r.e.m. beauty x Pattern

WE LEARNED —

Bringing dreams to life through digital experiences depends on a trusted team, a bold vision, and taking calculated risks when it comes to executional expression.

AWARDS & RECOGNITION —

"Thank you to the team at Pattern! You've been dream partners."

Alex Alston
Vice President, Global Brand
r.e.m. beauty & Forma Brands

THE ASK —

Ariana Grande had vision for r.e.m. beauty: an interstellar dreamscape tinged with retro-futurism — sleek, ethereal, vivid, weightless & limitless. Her team SB Projects and their partners at Forma approached us to bring it to life through a brand identity system, art direction, social content, eCommerce and a teaser & launch campaign.

Oh, and we were sworn to a blood oath of secrecy the whole time.

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WHAT WE DID & HIGHLIGHTS —

Our team started with three things: a creative brief, mood boards that Ariana created herself, and a brand name & early logo concept. Knowing that the goal was to launch a brand platform that would grow and evolve with new releases and drop-style "Chapters" and that, over time, there was a high likelihood that hundreds of people would be involved with executing our creative across touch points, we decided to take a systematic approach to from the very beginning.

Our early focus was on brand identity system concepts that hit the perfect balance of Ariana's vision while being scalable and systematic enough to apply across nearly any channel and touchpoint we could think of (includes ones that won't be rolled out until much later). We drilled down on the core stylistic pillars of typography, art direction, animation, color useage, UI elements and voice.

These brand identity explorations were then scaled into directional applications across eCommerce, motion design, social, immersive, OOH, retail and brand activations, and paired with the componentry and packaging design that had been approved. We presented our concepts directly to Ariana and her team, discussed her feedback, incorporated her direction, and then started crafting the teaser concept & direction, launch campaign key art, eCommerce site and full brand identity system.

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WE'D LOVE TO LEARN MORE ABOUT YOU—

Let's explore new ways of working together. Get in touch with us and start your next project today.

GET IN TOUCH

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WHAT WE DID & HIGHLIGHTS —

After locking in on an overall brand direction, we set out to design an eCommerce experience that merged a dreamy & ethereal space vibe with frictionless mobile-first eCommerce.

Speed and responsiveness were top of mind, given how many people would be visiting the site at launch and during product drops, so we continually iterated and progressively simiplified the core UX into two distinct site experiences: a full featured site for everyday use, and a sleek and simple "peak" site for days when new chapters dropped.

Crafting simple touches via microinteractions, like anti-gravity floating product rollovers and scroll-based text & product reveals that subtly reference sci-fi animation, allowed us to deliver an experience that made shopping a breeze while staying true to Ariana's original vision and ethos for r.e.m. beauty.

Brand Identity
Art Direction
Voice Direction
Social & Content Strategy
UX Design for Shopify Plus
Visual Design for Shopify Plus
Motion Design