Creating a fresh voice and visual identity

Services

Marketing communications
Visual identity
Photography and videography
Web design and copywriting
Media relations

Why TRI-K
came to MacAllen

TRI-K is a leading manufacturer of specialty ingredients for beauty and personal care. The company supplies major brands like L’Oreal, Dermalogica, and Burt’s Bees.

TRI-K first came to us because it wanted to step up its marketing communications, media relations, and digital presence. Its main objective was to reposition itself as an ingredients trendsetter, drawing inspiration from consumer beauty campaigns.

We quickly realized a new visual identity was in order, so we gave the brand a fresh look and feel that matched its ambitions. We also introduced custom photos and videos to differentiate TRI-K from competitors. Then we set out to raise its visibility online and at events, and increase its share of voice in the media.

A remixed brand
and new style guide

We created a more elevated-yet-approachable aesthetic to resonate with TRI-K’s target market: a proliferation of indie beauty brands and the established players that were all trying to keep up. We had to take TRI-K from very vanilla to inclusive and on trend.

The client asked us to keep its original logo as well as its blue and green brand colors. Our creative team embraced the challenge, using the shape of the logo to inspire a new look for sales brochures, presentations, social media images, and more. We added a palette of secondary colors to keep the vibe fresh.

Finally, we arranged several photo and video shoots over the course of 18 months to develop a library of visual assets on a timeline that suited the team’s bandwidth and budget.

A new website with easier sample ordering

MacAllen Media & Public Affairs developed a modern and user-friendly website for TRI-K. Now customers can easily browse and filter the company’s full portfolio of ingredients and formulations. With clear calls-to-action and a system that connects to Salesforce and Hubspot, we made it simple for customers to order samples and for the marketing team to track success.