Title

Pectus Curae

Lead Author Major

Graphic Design and Media X

Lead Author Status

Senior

Format

Senior Art & Design Exhibition

Faculty Mentor Name

Marie Lee

Faculty Mentor Department

Art Media Performance and Design

Abstract/Artist Statement

In collaboration with a marketing team from the Eberhardt School of Business, along with a fellow designer, I created a campaign to promote ‘Pectus Curae’ brand and its products. This brand came to life when working with Nicole Joseph-Chin, who created ‘Ms. Brafit’ — the mother brand of ‘Pectus Curae.’ Through her years of experience in the field of breast health, Nicole discovered that women who live in humid environments can develop adverse skin reactions due to the elemental effects on their bras. All along, her mission has been to empower individuals to be confident in their own skin, and as a result ‘Pectus Curae’ was formed. Created to be alongside ‘Ms. Brafit’ whose goal was to educate women about these breast concerns, ‘Pectus Curae’ aims to provide hypoallergenic, safe and naturally made skin care products targeting women’s breast health. The skin care line is devoted to bringing comfort, confidence, and helping you be unapologetically you — to be comfortable in your skin. Our team was faced with branding the product and creating a visual identity for this daughter brand. First we met with Nicole and created a design brief outlining our goals and plans for the project. Then we brainstormed as a group to create a name, eventually coming up with ‘Pectus Curae’ meaning ‘breast care.’

We decided on a light, welcoming, feminine look for the identity. We did this by keeping the overall aesthetic minimal and choosing a mostly pink and neutral color palette. The illustrative graphics have women of all shapes and sizes, while highlighting afrocentric features as afrocentric communities substantially face this problem the most.

As a result, my design partner created the logo and I designed and illustrated everything displayed. It was an honor to work with Nicole Joseph-Chin as well as the amazing marketing team.

Location

Reynolds Art Gallery

Start Date

12-4-2022 9:00 AM

End Date

13-5-2022 5:00 PM

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Apr 12th, 9:00 AM May 13th, 5:00 PM

Pectus Curae

Reynolds Art Gallery

In collaboration with a marketing team from the Eberhardt School of Business, along with a fellow designer, I created a campaign to promote ‘Pectus Curae’ brand and its products. This brand came to life when working with Nicole Joseph-Chin, who created ‘Ms. Brafit’ — the mother brand of ‘Pectus Curae.’ Through her years of experience in the field of breast health, Nicole discovered that women who live in humid environments can develop adverse skin reactions due to the elemental effects on their bras. All along, her mission has been to empower individuals to be confident in their own skin, and as a result ‘Pectus Curae’ was formed. Created to be alongside ‘Ms. Brafit’ whose goal was to educate women about these breast concerns, ‘Pectus Curae’ aims to provide hypoallergenic, safe and naturally made skin care products targeting women’s breast health. The skin care line is devoted to bringing comfort, confidence, and helping you be unapologetically you — to be comfortable in your skin. Our team was faced with branding the product and creating a visual identity for this daughter brand. First we met with Nicole and created a design brief outlining our goals and plans for the project. Then we brainstormed as a group to create a name, eventually coming up with ‘Pectus Curae’ meaning ‘breast care.’

We decided on a light, welcoming, feminine look for the identity. We did this by keeping the overall aesthetic minimal and choosing a mostly pink and neutral color palette. The illustrative graphics have women of all shapes and sizes, while highlighting afrocentric features as afrocentric communities substantially face this problem the most.

As a result, my design partner created the logo and I designed and illustrated everything displayed. It was an honor to work with Nicole Joseph-Chin as well as the amazing marketing team.