LDLU is a luxury cosmetic brand dedicated to sustainability, transparency, and inclusion. Our branding for LDLU is a graphic identity that represents the company’s place among other cosmetics brands as forward-thinking, sharp, and willing to break the mold, reflecting both the company’s inspiration. We proposed to maintain LDLU’s original logo, while using different iterations of the company’s signature glitch effect in its marketing materials. By always presenting a uniquely tweaked image through the glitch effect, LDLU’s new branding positions their image as constantly in flux, inclusive, and fighting against idealized notions of beauty.