To launch the visual identity system for beauty brand Papermoon I established a brand strategy rooted in dramatic self-expression. The target audience is people who want to reclaim the drama and theatre of makeup and reject modern nude beauty trends. The visual direction captures the moonlit romance of 19th-century Can-Can cabaret and papercut theatre, and the fashion aesthetic of TANK Magazine and Buffalo zine. I developed the mood boards, primary logo mark, color palette, a brand film for web, and a vertical social media advert.