People love essie nail polish. They love the colors, the witty shade names, the playfulness, the possibility. They love it so much they've named themselves #obsessies.

essie's vision is to be the most iconic color brand in beauty. But for 10 years essie's advertising had been exactly the same. They were visually and conceptually stuck.

Our ask: develop an overarching creative platform to elevate and unite the entire essie portfolio, and explore a new visual direction to refresh and modernize the brand.

Introducing, Obsess With Us. A platform that positions essie as the color authority through a visual language that immerses people in our wonderful world of color obsession.

This bold new vision encompassed the past, present, and future of what it means to be a color-forward brand. And with it we re-energized the client team, launched new products with intention and vision, and revamped a decade-old look and feel.