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Cate McNabb and Sunology are two sides of the small beauty startup in Chicago. A direct-to-consumer brand built by working with stylists and social media to sell to individuals through the web. Products are cruelty-free, made in the USA, mineral based and paraben free. They were growing fast but the one-person art department moved to the west coast. During the transition, they needed a hand-on person to pick up where their artist left off and move onto new items.
This process was a bit of chaos as there were a lot of moving parts and looming deadlines. Cate McNabb has a line of basic products but season items like eye shadow colors, blush colors and lip colors change frequently to provide variety to the consumer. The product grew organically with the look and feel living inside the mind of a now absent artist. There were no brand guidelines or a clear vision of how the brand sat against others in the marketplace. Their marketplace was virtual and so are the clients.
Not a problem. This is what I excel at and I ran with it. Some elements such as the photography had already been shot so picking that up as a reference, it was to play out with an upcoming campaign which used Coachella as a reference point to hit a young consumer. New items were coming into the mix of products. Anything seasonal and sun related is under the Sunology umbrella. While there, I worked on developing the packaging for a new line of bronzers, lip balm sunscreens and sunless tanning lotions. Sunology lines started to be sold in Target stores and Whole Foods.
When Covid took a hold, the need for make up dropped off considerably. The social media work ended with the company facing a class-action lawsuit over claims on the sunscreen formulation. Those items were pulled from the shelves and this small business collapsed.
