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Being able to fully grasp the IPSY voice and audience, and translating that into a well-performing design is key.
Prior to creating anything, I looked through IPSY's Instagram to analyze their top-performing posts. I picked up on patterns that those designs contained and implemented them into future ones. The Ipsters gravitate towards pink and seem to react well to an organized and bold design, so I made sure to amplify that within mine. I also followed campaign and brand guidelines. 
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