ADC Awards
The ADC Annual Awards is the oldest continuously running industry award show in the world. Now in its incredible 102nd year, these awards celebrate the very best in advertising, digital media, graphic and publication design, packaging and product design, motion, experiential and spatial design, photography, illustration and fashion design all with a focus on artistry and craftsmanship.
Category
Branding / Branding Systems / Identities - Integrated
Annual ID
ADC102_BCD062M
About the Work
The vision behind the development of the branding and creative campaign for Half Magic was designed to be perfectly in sync with the aesthetic and story behind the brand – flipping the script on everyday makeup with fantasy-inspired looks and cinematic settings that draw on and speak to the entire community.
The artistry and fantasy that Donni Davy created with Euphoria’s makeup were our inspiration for the branding and packaging. We wanted to create this tension in the name and in the graphics – between total fantasy and creation, and real life – creating bold maximalist elements in the brand with Sara Rabin’s illustrations and having a beautiful, more restrained wordmark.
We distilled Donni's signature use of rhinestones and iridescence into an iconic diamond mark that is used across the identity in the logomark, wordmark, and as a cut out brand pattern on the primary packaging that would show the vibrant color of the makeup. Similarly, in order to amplify the brilliance and shimmer of the makeup, the color palette was kept minimal and largely neutral.
Half Magic is about fantasy and personal identity. It’s designed to be for everyone and anyone, and everything from the logo and packaging design to casting and production of the launch campaign were designed to bring this inclusive and expressive line to life.
2023 Awards
Total Points: 3
Merit Honor
Credits
Agency
Mythology / New York
Creative Director
Audrey Attal
Donni Davy
Sophie Mascatello
Director of Photography
Marcell Rev
Executive Creative Director
Anthony Sperduti
Executive Producer
Andy Wilcox
Ashley Levinson
Will Greenfield
Graphic Designer
Oliver Shaw
Illustrator
Sara Rabin
Photographer
Eddy Chen
Strategist
Lucas Mascatello
Type Designer
Margot Lévêque
Account Director
Raelyn Martin
Senior Copywriter
Katie Tiambeng
Film director
Heidi Bivens
Film producer
Kevin Turen
Product Photographer
Sergiy Barchuk
Production Manager
Manny Abreu
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