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.

2023 ADC Awards - Brand / Communication Design

Half Magic Beauty Brand Launch

Agency Mythology / New York

Client Half Magic Beauty


Branding / Branding Systems / Identities - Integrated

Annual ID


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



Mythology / New York

Director of Photography

Marcell Rev

Executive Creative Director

Anthony Sperduti

Graphic Designer

Oliver Shaw


Sara Rabin


Eddy Chen


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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