Occupying a tenancy on Melrose Place and celebrity vanities, VIOLET GREY has garnered a reputation as the beauty industry’s online authority for best-in-class products and content. During the pre-investment stage, the brand sought support to identify a business model and UX experience. What emerged was a new editorial platform that was equal parts minimal, feminine, and powerful. The range of contextualized content included the polished aesthetic of an editorial cover shoot as well as raw, behind-the-scenes imagery as seen through the uncompromising lens of a Polaroid.
40° 40' 34.4" N
73° 59' 33.7" W