Giorgio Armani Beauty: 20 Years of Excellence

To highlight its message of unparalleled excellence in high-performance, luxury beauty, Armani needed a robust brand voice strategy and intensive global style guide to communicate the brand philosophy naturally across all digital and physical touchpoints. Unveiled during the brand’s 20-year anniversary and adapted to accommodate the shifting retail climate following the coronavirus pandemic, the goal was to leverage a strong red carpet heritage in a way that feels relevant for modern woman.

Wielding the pillars of the Armani fashion empire—cinema, nature, simplicity and Milanese elegance—we created a strong brand voice that strips away the fluff of traditional luxury and replaces it with modern clarity. To achieve the balance of timeless heritage and modern relevance, I developed an exhaustive set of directives for everything the brand communicates, from email sale notifications and web tutorials to global sustainability initiatives.