Creative Executive
Creative Executive
How do you help the iconic Gwen Stefani create an identity system for her beauty brand that is unabashedly her own?
It all started with a name: GXVE, pronounced “give,” was inspired by Gwen’s signature since high school...Gx (Gwen with a 💋).
The packaging of each Sephora-clean product was designed in Gwen’s iconic black, white, red, and gold.
The energetic photoshoot with Sarah Silver captured Gwen’s eclectic style.
Something always has to give. Before we landed the name GXVE, we explored Stefani and developed a blackletter monogram that looked beautiful in Gwen’s signature ska checkerboard pattern.