e.l.f. Beauty Squad

In 2024, e.l.f. approached Day One Agency with the ask to revamp the visual identity of their loyalty program, Beauty Squad. As a whole, the visual presence should be distinct, fun, and rooted in community– a cornerstone of the e.l.f. ethos. In response, we created a full brand book, which included new brand colors, tier icon treatments, as well as a flexible, new design system for badges that work across both e.l.f. cosmetics and e.l.f. skin campaigns.