European Wax Center is a full-service waxing company. With a loyal consumer base in the 25-34 age bracket, EWC sought to expand its appeal to 18-24 year-olds.
Tasked with creating a new social identity that appeals to a younger audience, I created fresh-looking work rooted in an approachable body-positive attitude. The visual style evokes playful confidence and leverages bright pastel colors. The overall, robust color palette stems from, and is grounded in the magenta logo.
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Project: Brand Development, Visual Identity, Social Campaign
Role: Senior Art Director
Skills: Branding, Creative Strategy, Creative Direction, Art Direction, Photo Direction, Design
Team: Winnie Au (Photography)