MASK ME
BUSINESS
Mask Retailer
SCOPE OF WORK
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Brand strategy & naming
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Visual identity development
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Art direction & product photography
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E-commerce website design
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Brand voice & copywriting
March 2020. Los Angeles was in lockdown. Masks were nearly impossible to find, and demand was immediate. A seasoned fashion designer approached me with an idea: launch a mask brand—fast.
We had one month to name it, brand it, design the product, and bring it to market.
Voice
Cool
Fun
Inclusive
AaBbCc
1234 #$!
AaBbCc
1234 #$!
Typography
Color
Photography
NAMING, LOGO + TAGLINE
I developed the name “Mask Me,” balancing urgency with memorability. The visual identity was intentionally minimal, allowing the product’s functionality to lead. We positioned the masks as both protective and wearable—designed with N95 material but styled with the sensibility of a fashion label.
THE WEBSITE
Website visuals presented a unique challenge. With COVID restrictions in place, traditional model shoots weren’t an option. So we adapted.
We invited more than 25 friends and community members to submit masked selfies, creating a diverse, authentic set of real-world images. Converting the photos to black and white served two purposes: it created a bold, cohesive visual system and neutralized varied backgrounds and clothing, allowing the product to take center stage.
THE MASKS
While my client finalized the mask prototype and secured a production facility in Downtown Los Angeles, I led fabric selection for the initial production run. I researched and curated twelve textile designs, intentionally choosing optimistic, playful patterns to offset the heaviness of the moment.
RESULTS
First production run sold out within one week • Over 100 masks purchased by Planned Parenthood
Several hundred masks sold within the first month • 3m 42s average website session duration
