Bridging style and substance is important for a company like Voyant Beauty, which operates in an industry often perceived as only skin-deep. 50,000feet developed a brand identity system that combines multiple elements, textures and influences to create a richer, fuller-bodied narrative. We wanted to pay homage to one of the founding companies, Vee Pak, with a name beginning with the letter V, which we kept lowercase to reinforce the brand’s strength as a behind-the-scenes partner to both the biggest and most disruptive beauty companies operating today. The identity has a sophisticated and ownable look and feel, featuring just one small, simple embellishment—a triangle symbolizing upward movement and change.

50,000feet partnered with Adrian Smith + Gordon Gill Architecture to create schematics and prototypes for a series of Innovation Centers, which will initially be located at the three headquarters across the U.S. The plans call for demonstration bars, full-service salons, technology-enabled conferencing capabilities and lifestyle areas that showcase new products and materials.

50k leveraged a foundational marketing framework to develop a templated toolkit for use in a range of new business scenarios. Voyant’s sales enablement materials help the team uphold the brand while creating fully customizable presentations.

As one company, Voyant Beauty needed to tell the story of its evolution from Vee Pak, CEI and Aware Products LA. The website, along with targeted launch e-mails, was the world’s first look at the new brand, highlighting the meaning behind the new name, what makes Voyant different and the breadth of the company’s combined operations and capabilities as well as the how and the why behind what they do.