Independent branding, illustration, art direction and website for BILLIE — a new, subscription-based razor and body care brand, for women.

As an inclusive, body-positive brand that supports female empowerment, the identity takes a stand with bold character, inspired by the spirit and confidence of 90's feminism.

As sole designer across every touchpoint, my role was to build a cohesive and compelling visual brand story from scratch — with a fresh, authentic and unexpected voice.




Visit MYBILLIE.COM and on INSTAGRAM to see more.

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LOGO & TAGLINE

Minimalism meets pop. A straightforward sans-serif with exaggerated proportions, referencing the movement of a razor. Color brings the logomark to life, with 90's nostalgia reimagined for a new audience.

 

TYPOGRAPHY & COLOR

Bold meets feminine — with daring pops of color.

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ART DIRECTION

Combining photography with video, I art directed a lifestyle campaign that personified the Billie spirit — happy, effortless and with a focus on smooth skin.

I cast women who represented our audience, of all shapes, sizes and colors. Taking inspiration from the everyday routine, poses and movements played up morning warm-ups, with half-dressed bathroom bffs taking the lead. 

Product was shot amongst textures reminiscent of bathroom surfaces, with bright, morning lighting.

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The campaign is currently being applied throughout brand collateral, including a printed How-To guide.

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WEBSITE

Full e-commerce website, built on Shopify ReCharge. Brand elements are weaved together with video integration throughout, for a rich content experience. The site is dotted with unexpected details such as colored letter-by-letter text input fields, custom iconography and surprise hover states. 

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ICONOGRAPHY

Custom iconography continues to be developed for product claims, benefits and social.

 

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ILLUSTRATION

A series of illustrations combines the brand color and graphic sensibility, whilst mimicking the brand's art direction vernacular. The suite adds a playful element to the website and packaging, with more in development as the brand deliverables continue to extend. 

 

 

CREDITS

ROLE: SOLE DESIGNER, ILLUSTRATOR, ART/CREATIVE DIRECTOR
PHOTOGRAPHY:
BEC LORRIMER
VIDEOGRAPHY: MOSSPARK
CLIENT: BILLIE
STUDIO: INDEPENDENT