ManCare
Sub-brand development for Trojan in the men's grooming space, built to stand alone and stay anchored to the master brand.
(YEAR)
2023
Men's grooming is saturated, visual, and dominated from both sides by legacy players and DTC challengers. The challenge was building a Trojan sub-brand that stood on its own in that space while staying anchored to the equity the master brand had spent years building.
I led three interconnected workstreams; sub-brand identity, DTC site design, and creative execution, building them in parallel so decisions in one area could immediately shape the others. The visual identity needed to feel premium without feeling try-hard. I built around a confident color palette, clean typographic hierarchy, and a photography direction that leaned into boldness and trust.
Fast process, real output. The brand we built had an actual point of view. Not just a logo and a color palette, but a reason to exist. As Art Director, that's what I pushed for the whole way through.
