Trish McEvoy

Trish McEvoy nameplate

Trish McEvoy

Brand Evolution

Thirteen years after collaborating on McEvoy’s 2006 book, “The Power Of Makeup," Trish engaged NeueAmsterdam to rebrand her company. The process began with an in-depth evaluation of the positioning, platforms, values and goals and culminated in a customer-oriented refresh “Celebrate the power of you!” that reinvigorated every aspect of the brand.

Trish McEvoy monogram
stacks of Trish McEvoy branded envelopes

Brand Identity

and Visual Language

Logo evolution, monogram, repeat patterns, color palette, photography, creative direction, packaging, collateral and sales tools, display expression, fixture design, typography hierarchy and brand guidelines

mascara, lipstick, and a rose
various Trish McEvoy creams
close up of an eye and perfume

Digital Marketing

Website Design, E-Commerce Marketing Campaigns, Retail Partner Advertising, Point-of-Sale, Brand Voice, Product Copywriting

mobile screenshots of Trish McEvoy website
woman resting on couch

Trish McEvoy

the Power of Makeup

Trish McEvoy is one of the most respected makeup artists and marketers in the industry. The Power of Makeup book succeeded in literally putting a face to her eponymous brand.

book design, creative direction, curation & pagination

cover of beauty book with a close-up of lipstick
various spreads from the Trish McEvoy catalog

On That Note

Over four decades in beauty, McEvoy has made-over thousands of faces, appeared in countless television and print interviews, opened one of the nation’s first medispas, authored two books and launched her eponymous beauty and skincare brand in over 300-doors worldwide. More importantly, McEvoy has single-handedly helped women everywhere discover the transformative power of makeup. But if you ask Trish what she does for a living, she’ll tell you she’s just a makeup artist.

Trish McEvoy at a photo shoot