Navkathaa
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Brand Strategy
OMG Beauty was fighting for attention in a feed built on sameness. We anchored the brand in radical honesty, positioning OMG as the beauty brand that says the quiet part loud — turning skepticism into loyalty.
(WHAT WE DID)
Vision, mission & values
Audience personas
Positioning statement
Brand promise
Big idea
Verbal Identity
Part hype-girl, part older sister who tells you the truth, OMG's new voice blends Unfiltered, Playful, and Fierce pillars into copy that feels like a group chat, not a campaign.
(WHAT WE DID)
Voice persona
Voice pillars
Elevator pitch
Value propositions
Message library
Visual Identity
The visual system leans into clashing color, bold type, and sticker-like graphics that were built to be screenshotted. Every asset is designed first for a 9:16 frame.
(WHAT WE DID)
Creative brief
Logo system
Color/type
Social system
Brand guidelines
Art Direction
Art direction favors raw, flash-lit imagery and UGC-style framing over glossy beauty photography, keeping every post feeling native to the feed it lives in.
(WHAT WE DID)
Photography
UGC Direction
Motion
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Soul Lens
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