Simple. Smart. Beautiful.

At Brushelle Beauty, innovation meets passion. Founded in 2012 by makeup enthusiast Denise, Brushelle’s story began with a determination to solve a common problem in the beauty industry. Frustrated with limited options for properly drying and storing makeup brushes, Denise created a solution that would revolutionize brush care: a Patented Dual Purpose Brush Holder/Drying Stand. 

In partnership with the Brushelle team, we sought to create a cohesive identity and story for Brushelle that not only supported its launch, but conveyed its brand story in a personal way to build trust and rapport with the well established beauty industry, namely consumers and beauty professionals. Beginning with audience persona and strategy development, coupled with brand story, messaging and an identity system, I supported building this brand from the ground up with full guidelines, frameworks, social content, and workflow designs to get us started and keep us going through launch. Despite delays in production timelines, we were able to positively build community online with key consumers.