2015 Kiehl's Collective
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Kiehl's Collective is an annual global sales meeting that serves as a platform to educate, inspire, and (most importantly) excite attendees about the Kiehl's brand. In 2015, it took place in the heart of New Orleans. I created the concept and all collateral for the event, drawing on the festive, spooky culture of Bourbon Street and the playfully badass style of Kiehl's.

The Concept

The design combined the haunting history of Voodoo and celebratory nature of Mardi Gras. Kiehl’s eclectic past, filled with inventive experiments, natural mystery, unique concoctions, and ‘magic’ potions—not to mention their mascot, Mr. Bones—was brewing with Voodoo vibes. The logo itself reflected this concept, coupled with a dark background for added theatre, and a typeface inspired by the French Quarter. Illustrative elements were drawn by hand, as a consistent reflection of Kiehl's vintage heritage.

Team Names & Illustrations

For the Talent Show's team structure, I chose a mixture of cultural icons for the team names—from food, to animals, to places, and nature—that would go over well in this setting, be fun (or weird) to cheer for, and would translate easily into illustrations.

Out & About

Within the hotel, and in the wild of the city, the logo needed to exist as a strong identifier to attendees when traveling to the various venues. These venues included The House of Blues, Fulton Alley, Le Meridien, and Republic New Orleans.