Tonya V. Thomas Creative Portfolio
Tonya V. Thomas Creative Portfolio
  • Tonya Thomas
  • Advertising
  • Brand Development
  • Graphic Design
  • Mentor
  • Connect
  • More
    • Tonya Thomas
    • Advertising
    • Brand Development
    • Graphic Design
    • Mentor
    • Connect
  • Tonya Thomas
  • Advertising
  • Brand Development
  • Graphic Design
  • Mentor
  • Connect

Hey You... Data-Driven CAMPAIGN

Advertising

Strategic Direction

The Challenge

Gen Z and Millennial women face increasing mental health challenges and often feel overwhelmed by the pressure to balance self-expression and self-care. Rare Beauty needed to differentiate itself as a brand that not only provides makeup but also champions mental well-being. The challenge was to create an authentic and impactful campaign that would connect with this audience on an emotional level, fostering awareness and empowerment.


The Solution

The "Hey You" Campaign positioned Rare Beauty as a trusted ally in mental health. By leveraging personalized, data-driven messaging and partnering with relatable influencers and mental health professionals, the campaign created an authentic connection with the target audience. The campaign combined beauty with empowerment, reinforcing the importance of self-expression and self-care. This approach fostered a deeper emotional bond, positioning Rare Beauty as a brand that truly understands and supports its customers' journey to self-acceptance and well-being.


Applications 

Adobe Illustrator | InDesign | Photoshop


WANT TO SEE THE FULL BRIEF?  LET'S CONNECT.

YEAR: 2024 

ROLES:  Strategy, Copywriting, AD, Design

TEAM:  Aashi Methi | Chelsea Washington 


  • Tonya Thomas
  • Advertising
  • Brand Development
  • Graphic Design
  • Mentor
  • Connect

Tonyavera.com

Copyright © 2025 Tonyavera.com | Tonya V. Thomas - All Rights Reserved.

All images, artwork, text, and graphics on this site are the exclusive property of Tonya V. Thomas unless otherwise noted. Any client-related works are the property of their respective owners. No content may be copied, mirrored, or redistributed without written permission from Tonya V. Thomas.

Powered by

This website uses cookies.

We use cookies to analyze website traffic and optimize your website experience. By accepting our use of cookies, your data will be aggregated with all other user data.

Accept