Krygina Beauty Day
Identity system for an annual beauty festival.
Five years, 2015–2020.
Five years, 2015–2020.
In 2015 Elena Krygina was Russia's most followed beauty blogger, and Beauty Day was being relaunched — no longer a single talk in a museum hall, but a full-day festival announced as annual. A thousand guests, eight partner brands, three masterclasses, brand corners, a shop, an autograph session. For the company it was the point where a personal brand turned into an event business. The event had to look like something that would still exist next year.
The brief was an identity. The real problem was that almost nothing about the event would stay the same: the title sponsor would change, the venue changed every year, and the partner list would keep growing. Whatever I made had to survive all of it without being redrawn.
There was also a hard constraint. The title sponsor had to sit inside the logo itself, on every branded surface — not beside it, not in a partner row at the bottom of a poster.
There was also a hard constraint. The title sponsor had to sit inside the logo itself, on every branded surface — not beside it, not in a partner row at the bottom of a poster.
The Problem
The brief was an identity. The real problem was that almost nothing about the event would stay the same: the title sponsor would change, the venue changed every year, and the partner list would keep growing. Whatever I made had to survive all of it without being redrawn.
There was also a hard constraint. The title sponsor had to sit inside the logo itself, on every branded surface — not beside it, not in a partner row at the bottom of a poster.
