The Edit: five projects including YUNGBLD’s electric worldbuilding for skincare brand Educated Mess

Each and every day, we’re lucky to discover dozens of interesting and inspiring projects from around the world. From global identities and campaigns to side projects and independently published books, The Edit is home to five of them; every two weeks. Educated Mess, a skincare brand founded and formulated by chemists, approached full-service creative studio YUNGBLD to help drive their relevance and sales among Zillenials (a term used to refer to the cohort between millennials and Gen Z). In response, the team delivered a comprehensive brand overhaul and brought their ‘bold, messy vision’ to life through the brand outputs, introducing a work-hard play-hard, BS-free creative direction. And, to stay true to the concept, the entire project was ideated and produced exclusively by Gen-Z and Millennial creatives. With a focus on Y2K imagery and references, products are showcased in a bold and captivating way, through larger-than-life proportions and playful 3D graphics. On the cover of ILOVEDUST x NIKE 4, a fiery hot sauce food truck is parked. The fourth edition of ILOVEDUST’s Nike publication compiles a range of projects executed by the studio for the athletic apparel giant. The UK-based design studio partners with the retailer on a wide selection of projects across various categories such as football, running, Jordan, and yoga. Outputs span branding, typography, animation, OOH, and beyond. The 108-page book was part of a package gifted to their clients at the Nike World Headquarters, presented in a tote bag as a thank you note for their successful, long-standing relationship. Since 90% of their projects involve motion, this publication provides an opportunity to showcase them in print, while also including self-initiated artworks, projects, and interesting illustrations and 3D styles. As 2023 marks 20 years of ILOVEDUST, they opted for an extra special touch in the production of their fourth ILOVEDUST x NIKE book. In addition to the illustrations, the cover features spot UV touches, embossing, and some dazzling fluorescent yellow pages scattered throughout the book to enhance the reading experience.