Chris Cruz – GamePlan Skincare

Multi-Discipline / Skincare

Gameplan
Skincare

Defining the brand for the skincare for athletes.

Agency
In-House

Role
Brand Creative Director

Client
GamePlan Skincare

GamePlan Skincare, founded in 2022, is a line of skincare products specifically formulated to fit the needs of athletes and their ever-busy lifestyles. Focusing on quality, simplicity, and education, GamePlan needed a branding foundation that would match the product ethos while bringing some attitude and flavor into a niche market.

Although it originally started as a logo design project, I along with GamePlan’s founder thought it would be the right time to push for more as the product manufacturing happened in the background. We would eventually move on to full branding guidelines, which would lead into package designs & photography and eventually a fully-fledged web presence / strategy.

We worked diligently to ensure a brand voice that speaks directly to and with athletes—working with them directly to help craft the brand design motifs and language. They not only had a hand in crafting the brand themselves, but are also featured in our product photography. We wanted realistic depictions of athletes’ lives so we can help tell their stories and further relate to the end consumer.

GamePlan Skincare represents a full-stack design project for me and employs a wide variety of disciplines and savvy business solutions. This will be an ongoing endeavor, with a scheduled launch for mid-2023. Stay tuned for more!

DETAILS

Gameplan
Skincare

The Skincare for Athletes.

full-stack Design

GamePlan Skincare represents a full-stack design project for me that employs a wide variety of disciplines including but not limited to: Logo Design, Branding, Package Design, Photography & Art Direction, and Web Design.

1. Logo

GamePlan Skincare needed a logo that represented simplicity while being bold and stylish, with a commanding presence that would be seen as elite and respected.

(The Final GamePlan logo stack & color scheme.)

2. Branding

The GamePlan branding solution was a natural continuation of the ideas that we had come up with during the logo design and color phase. We developed motifs and a tone-of-voice that would supplement the brand’s sense of style.

(Top: Design Motifs & tone-of-voice | Bottom: logotype and color standards)

3. Packaging

The final launch packaging solutions are representative of the branding solutions established prior to this phase. Eye-catching and simple albeit elite, we wanted solutions that would stand out in a lineup of competitor products.

(our launch packaging designs—a bold introduction to a niche and needed market.)

4. Photography

We chose a direction where users can ‘see themselves’ in the imagery. Often showcasing actual athletes in real practice settings as well as lifestyle shots; meanwhile the boldness of the product packaging spoke for itself.

Lifestyle Direction

Bold yet simple branding & package designs allow gameplan to focus on the athletes themselves, capturing moments that are real and not staged.

Product Direction

5. Web Design

The final layer of the launch phase. The GamePlan website itself is a reflection of all the work we had done in other areas prior to this portion of the project. It is currently under development with a launch-date of mid-2023.

Product Landing Page

Product Detail Pages

Home Page

Chris Cruz – 2023

GamePlan Skincare - Branding, Package, and Web Design

In-House