Pendulum

In this society, the focus of the government is, that as a whole and individually, systems need a strong sense of potential, simplicity, unity, and direction. There is a strict sense of a right and wrong - not allowing for any gray areas or forgiveness. This concept blends into citizens’ everyday life and results in restrictions of self expression, wild actions, and the general freedom of expression outside of the “normal”. In any situation where the government is restricting certain actions and behaviors, there will be a sense of rebellion - in both small and large ways. One major way people rebel is similar to the speakeasies in the 1920s, however, in these club-like environments, people are allowed to do and be whoever they want. This is where Pendulum comes in.

As citizens are stuck to a strict schedule with a lack of individuality, Pendulum is a makeup brand with two identities. One identity is government approved but in certain lighting, the brand changes to something more extreme. This creates a hidden self expression tool, as well as a code system to allow communities to learn and discuss these hidden social functions.

Crave Potential - Simplicity - Direction - Unity

Challenge Their Potential - Simplicity - Direction - Unity

Creating one identity centered around neutral and professional environments whereas the other identity encourages flexibility and wild expression. Below is my process of developing the concept as well as building the widely different brand visuals. ‍