As there were a few unofficial acronyms out there, Clé De Peau Beauté were wanting to push a new official one. It was my job to create a transition from their brand name to their new acronym. The biggest challenge was to not deconstruct the brand name, as this wasn't a rebrand. After a lot of iteration and creative collaboration we arrived at an elegant, sleek and purposeful animated lockup that matched the title design I had helped to create for the rest of the Spring/Summer campaign work through 2022.
Here are some original ideas that helped us get to the final build. They were created in black and white at the beginning to keep the focus on the animation and how elements work together. No brand distractions from brand colour etc. As we were decided whether the background would be light, or dark.