Campaign Strategic & Creative Development, Content Production & Post Production, Brand Strategy, Brand Visual Identity

The Situation

Founded by Deepica Mutyala, Live Tinted is a beauty brand dedicated to solving POC issues. Tackling sun care was naturally next (where the suncare industry is failing POC), but in order to keep growing, they needed to start speaking to all POC (not just South Asians).

Our Task

Spark a movement that shined a light on issues for POC suncare, make Hueguard one of Live Tinted’s biggest product launches yet, and refine the brand strategy and visual identity with a focus on uncovering a unifying rallying call, putting storytelling at the forefront.

What We Did

Rooted in truth that POC aren’t being recognized and are raised to believe their skin is not beautiful or doesn’t need protecting, we created a campaign that showed Every Shade Under the Sun deserves protection. Through a new brand DNA, storytelling video, mindful casting, and educational/celebratory assets, we launched #NoMoreWhiteCast. Uniting all hues to reclaim their relationship to their skin in the sun.


Within the first few days, Hueguard became Live Tinted’s second biggest product launch to date.


Refining and Celebrating the Brand That’s Uniting All Hues

More Info
Girl swiping a yellow cream product across her cheek
Live Tinted branded mineral sunscreen bottle Woman smiling
Illustration with hashtag Illustration of a girl wearing a hijab swiping cream product across her cheek