Dew Gibbons + Partners




Caroline Hirons is, within the world of beauty bloggers, a legend. Not only does she know everything about everything, but she has a very individual way of expressing her views. Straight talking (and a bit of swearing) very much included.

And she has over 250,000 people who follow those views on her website, with a massive 2-4 million page views per month.

Caroline approached DewGibbons + Partners about her own personal brand identity, following the work we did on Give and Makeup, her charity for women and their children seeking refuge in domestic violence shelters. 

What was the Ugly Truth for which our Beautiful Thinking had to overcome? Well, there are a lot of beauty ‘experts’ out there. Any identity needs to cut through the cosmetic clutter and position Caroline as a big authority with an equally big personality.

We began, as we always do, by defining the attitude and character that are then built into our designs. Only this time the product was a person. We arrived at bold, warm, confident and witty. Using these ‘character co-ordinates’, we developed three design areas that reflect Caroline’s approach to beauty and beauty blogging:
• Beautiful personality
• Beautiful conversations
• Beautiful opinions

We explored the identity through logo and colour palette options, and applied it to a sample website and further touchpoints to give context for any selection process.

Caroline’s identity achieves everything asked of it, and stands out in the digital environment, especially on the smaller tablet and mobile screens so often used by her followers. The impactful type and colours capture her boldness and confidence. The use of emphatic punctuation marks convey her wit and provocative nature. A persona is now a logo.

Further reading:
Give and Makeup: A labour of love
Style with Substance: Eleni & Chris