MASK ME
BUSINESS
Mask Retailer
PROJECT
Branding, Naming, Art Direction, Website, Photography, Copy
March 2020. Covid lock-down was in full effect. Masks were hard to come by, and a seasoned fashion designer in Los Angeles wanted to create them. Timing was of the essence; masks with N95 material were needed yesterday. We had exactly one month to brand the company, design the masks, and sell them while demand was high.
Voice
Cool
Fun
Inclusive
AaBbCc
1234 #$!
AaBbCc
1234 #$!
Typography
Color
Photography
NAMING, LOGO + TAGLINE
I wanted the company name and tagline to pack a punch. Because of the tight timeframe, I didn’t have the luxury to sketch out a hundred logo concepts and brainstorm dozens of brand names. Everything happened so whip-fast; the naming, logo, and tagline came together in less than an hour.
THE WEBSITE
I ran into a buzzsaw with the website visuals. Because it was Covid, I didn’t have access to models or fancy photo shoots. So my client and I got scrappy. We asked 25+ of our nearest and dearest to take a selfie in a mask of their choosing. Converting the photos to black and white served two purposes—it made for impactful imagery and neutralized all the colored backgrounds and clothing.
THE MASKS
While my client worked on a mask prototype and secured a production facility in Downtown Los Angeles, I focused on choosing the fabrics. For the initial production run, I researched and selected twelve fabric designs for the masks, focusing on fun themes to counter the tough times.
RESULTS: MaskMe’s first run of inventory sold out in a week, and several hundred masks were sold during the first month. The website was also a success with an Average Session Duration of 3m 42s.
