RealSelf’s House of Modern Beauty was an experiential marketing activation at SXSW in Austin. A second activation was launched in Seattle a few months later. Part boutique, gallery, and spa, visitors were invited to explore the world of medical aesthetics during a two-day showcase and enjoy complimentary treatments such as facial lasers, injectables, body contouring, and more. This activation demonstrated a new, scaleable marketing channel for the company while producing high social reach and engagement, as well as generating positive consumer and partner affinity for the RealSelf brand. Project Goals: Create logo and campaign design system that compliments the general brand while bringing it to life in an environmental setting. Execution: This campaign relied heavily on a handful of macro images that highlighted different areas of the body: lips, eyes, cheekbones, etc. to showcase the vast array of treatments found on RealSelf. Simple, yet bold and impactful typographic moments were installed throughout the house to reinforce RealSelf’s mission and benefits.
Logo: Melissa Robinson Art Direction & Design: Melissa Robinson, Jeffrey Underwood
Austin SXSW
Brandi Cyrus at House of Modern Beauty
SplashThat event website which received recognition on the SplashThat Hall of Fame for innovative page design.
Seattle Location
Commissioned & art directed a series of large-scale wall illustrations by Dane Khy.
Guests are invited to share what inspires their sense of resilience and take a plantable seed card through this Interactive wall installation.