Social Media Design · Client project
Glow Theory
A grid that glows
- Brand
- Glow Theory
- Sector
- Beauty & Skincare
- Disciplines
- Social Media Design, Graphic Design
- Status
- Client project
01Overview
Glow Theory is a contemporary skincare brand launching its Radiance Serum. We designed a launch campaign and a reusable social system so every post feels unmistakably on-brand.
02The brand
Background & identity
The skincare category is crowded with soft, interchangeable feeds. Glow Theory wanted something calmer than loud promotions but braver than beige minimalism.
03The brief
The challenge
Build a social presence that is instantly recognisable in a fast-moving feed, easy for an in-house team to keep producing, and that turns attention into product interest.
04Creative direction
The concept
Peach and lilac blocks alternate with close-up product and skin photography, while large uppercase statements make every third tile readable at a glance. The grid works post by post and as a single picture.
05Design development
How it came together
Glow Theory
Step 01
Grid logic
A three-tile rhythm — statement, product, person — keeps the profile balanced as new posts arrive.
Step 02
Templates
Editable post and story templates let the team publish quickly without breaking the system.
Step 03
Story ads
Vertical ads lead with a bold claim, then reveal the product with a clear swipe-up moment.
06Typography & colour
Aa
Light Humanist Sans
Statements & headlines
ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789
Aa
Rounded Grotesk Bold
Ad headlines
ABCDEFGHIJKLMNOPQRSTUVWXYZ 0123456789
Peach
#F4B394
Lilac
#C7B3E0
Blush White
#F7EFEA
Plum
#5B4A7A
07Final presentation
The identity in use
How the system comes to life across real touchpoints and applications.
Glow Theory
Beauty & SkincareA grid that glows
Beauty & SkincareG
Beauty & Skincare
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This project was crafted by CLEVAR in collaboration with Glow Theory to deliver an impactful brand identity and cohesive visual experience.