MORPHE

2024

Client
Morphe

Agency
Design Army
Team
Creative DirectionPum Lefebure
Sucha Becky
Mariela Hsu

DesignBynn Shen
Chloe Jung
Jason Chae

InfoMorphe reintroduces the brand’s unapologetic spirit with a focus on distinctive creative, infinite possibilities of makeup, and the beauty of individuality.

The logo was redesigned to feel streamlined on both print and digital applications. The shortened X-height allows the brand to exist in even the most spatial constrained environments.

The brand identity was anchored by an evolving library of ‘M’ icons highlighting Morphe’s spirit focused on individuality and fluidity. This ‘M’ icon system exists primarily on primary and secondary packaging design. The ‘M’ icons assigned to core products are also visual representations of the product category themselves.

ContributionsEstablished core brand system components including the logo, typography, color palette, packaging architecture, and visual identity. Developed guidelines and applied the rebrand across packaging, digital, and retail experiences.

BYNN SHEN

INFO

GOLD HOUSE

MORPHE

RADIAL MAGAZINE

SCHENK+

WORLDPRIDE DC 2025

ZANER