The Lipstick Effect (TLE) was created from a single theory: when facing an economic crisis, consumers are more likely to purchase less-costly items such as cosmetics like lipstick.
The Lipstick Effect aspired to promote female-led conversations about finance. This was by women, for women. To support this, TLE needed a bold new identity that could generate this engagement, positioning them as a brand that could help their customers ‘get lippy’ about finance.
Bold Colour. Big Conversations.
Inspired by financial graphs and a bold product colour palette, we constructed a geometric wordmark that leads as a word mark and flexes as a framing device, putting women at the heart of the brand. This versatile and adaptable device encompasses everything from packaging and print to digital and display combined with an engaging and playful voice that resonated with the target market, while making it completely distinct within its category.
