How do you visually link together a year-long thematic at CVS without being redundant or repetitive?

To solve this challenge, We created a platform wordmark that stylistically correlates to the monthly theme and allows for a subtle, yet memorable link to CVS’ in-store experience.

To achieve this, we've taken the word "you" and underlined it using a dramatic lipstick red striation. This bold line of color will change to reflect a swatch of lipstick, mascara, face cream, or nail polish depending on that month's theme as well as that month's highlighted beauty products.

The work shown reflects the month of February’s thematic, “Red Looks Good On You”.