Universal Favourite 16 Universal Favourite Youthforia
Creative DirectorDari Israelstam
Design DirectorAli Ozden
Team MembersKristen Walsh, Leon Shore, Sherry Wang
ContributorsBrand writer - Cat Wall, Photographer - Jamie Heath, Production - Uncommon Agency, 3D renders - 3D2D, Set design - Jordan Gogos, Wardrobe Stylist - Hunter Blue, Makeup Stylist - Vic Anderson & Kim Pham, Hair Stylist - Laura Spinney & Christopher Byrne
Gen-Z is a generation born into crisis. From regular teenage things (crushes, conflicts, school, social media scandals) to new teenage things (s*xting, catfishing, a life online) to global things (capitalism, climate change, COVID-19) — they’ve lived or are living it. Consequently, they’re leading the charge on a new world of branding where they control the narrative. Messy, maximalist, uncurated, raw.
Youthforia came to us in need of a visual identity that would resonate with an always-online Gen Z audience while communicating the fun, offbeat, irreverent nature of the brand.
The visual identity that we developed throws straight back to the 90's aesthetic. It’s fun, it’s fluid and exciting with a blast of bold colour and comforting nostalgic quirk that extends an invitation to anyone’s inner-child.
Colour plays a critical role in how the brand is expressed. For the product, the use of colour in the magnetic, stackable products, brings back the thrill of coveted childhood collectibles while adding an extra element of fun.
Where colour really goes wild is in the online experience and social, where the maximalist aesthetic is best expressed. Layering brand illustrations and graphic devices, alongside product renders and photography, Youthforia successfully breaks the bland beauty category norms for a Gen Z audience that is bored with what's out there.
With the complete trust of the client to push the boundaries of the beauty marketing space, we were able to create a colour-rich brand experience encapsulating the moments of utter mundane bliss you only get from the mess of youth.