Mary Kay Intern Project:
Club Thirteen
Winner of Mary Kay's Intern Project. Designed to answer the question, "How can we connect Mary Kay Ash to a Gen Z audience?"
By understanding Generation Z’s needs and wants in a company, we created a completely free program that hosts a resource of information to grow professional development and connect a new audience to Mary Kay and Mary Kay Ash’s values without promoting the company’s current direct-to-sales business model.
TEAM
JUNIOR ART DIRECTOR INTERN: Elise Garrison
JUNIOR ART DIRECTOR INTERN: Emily Adamson
ROLE
Creative Direction, Branding, UX/UI Design, Campaign Creation, Product Design, Motion Design
Deep research into the aesthetics of Mary Kay Ash as well as the trends of Generation Z brought together the conclusion of bringing back her iconic vintage style through our branding.
When looking for ways to communicate with Mary Kay Ash’s values that target Gen Z, we found that “47% of Gen Z are monthly podcast listeners, estimated 2.4 million,” according to the SXM Media and Edison research. This led to the design of a podcast and brand encompassing Mary Kay Ash and her identity in an appealing way to our target demographic.
Following this we began expanding the branding to go beyond a podcast and into a full program that aids in professional development for the younger generation.
