Description:

The Lipstick Effect (TLE) was created from a single theory: when facing an economic crisis, consumers are more likely to purchase less-costly items — such as cosmetics like lipstick.

TLE aspires to promote female-led conversations about finance.
By women, for women. No matter what stage of life; from starting young, to starting again after divorce, TLE needed a bold new identity that could generate this engagement, positioning them as a brand that could promote financial conversations.

Inspired by financial graphs and a bold product colour palette, we constructed a geometric wordmark that leads as a word mark and flexes as a framing device, putting women at the heart of the brand. This versatile and adaptable device encompasses everything from packaging and print to digital and display — combined with an engaging and playful voice that resonates with the target market, while making it completely distinct within its category.

TLE. Get Lippy.