After years of primarily supplying cosmetology schools, OFRA—a growing beauty and cosmetics company—changed their approach and began selling makeup directly to consumers. This decision meant they needed to more clearly define their brand, both visually and verbally. I partnered with OFRA to create an exciting new voice for their business—one that resonated with their millennial and Gen Z buyers. Additionally, I put together a set of best practices to help guide their product naming. The following presentations show the tonal and naming principles that I developed for OFRA.