The Gloss is an online lifestyle brand for women.

The Gloss aims to bring style + substance together— a blend of fashion, beauty + feminism, The Gloss has an offbeat wit with a healthy dose of pop culture absurdity. Readers are smart, engaged 20 + 30 something ladies who don't take themselves too seriously.

TheGloss.com

TheGloss.com


Visual Identity + Branding

The Gloss is grown-up, whimsical + free. I aimed to target the unique compilation of components that make up the modern day woman, far grown up from its younger sister, Gurl.com.

I approached the brand with a feeling of authenticity. The preliminary work composed a palette of minimal bright colors, collaged compositions + fine-art elements. This, mixed with the simplicity + open space of high fashion, is what built the foundation for the new look and feel.