Maggie McCormick, a Graphic Design/Branding Student enrolled at FIDM/Fashion Institute of Design & Merchandising’s San Francisco campus, has been selected as the third-place winner in a national design competition sponsored by the Independent Cosmetic Manufacturers and Distributors (ICMAD) trade association.
“When I found out about being selected, I called my parents first,” she says. “I wanted to reassure them that I made the right decision [about returning to school].”
For the competition, McCormick created a brand called “Core,” a lotion/moisturizer made out of apple-seed oil. “The lotion is meant to help you glow from the inside,” she says, explaining the concept behind the name.
Using design elements such as apple green as the main color of the packaging, and the image of an apple core in replacement of the “o” in “Core,” McCormick was hoping to design a label with a strong brand presence and marketability appeal. “As a brand, the color scheme helps it stand out from the rest because there’s not a lot of beauty product packages that are green,” she says.
Every year, FIDM graphic design students participate in ICMAD’s “Young Designer’s Competition.” This year, students were challenged with the task of creating a brand for any skincare product of their choice and a packaging label that would wrap around a plastic squeeze bottle. There were very few restraints, says Lisa Hoffman, Graphic Design Department Coordinator of San Francisco, so students were really challenged to use their imagination.
“This gave them the opportunity to explore a real-world situation,” says Hoffman who mentored a group of students for the competition. Hoffman prepared students by visiting retailers such as Sephora and Walgreen’s to examine how current skincare products are marketed. The students explored everything from high-end to low-cost products. “I encouraged [the students] to be creative in the name and the design of their product,” she says. “And to consider, what does the market need? And how can you get your product to stand out on a shelf?”
As a third-place finalist, McCormick will be awarded $1,000 and a paid trip to New York City from September 27 to September 29 to attend the ICMAD conference and 12th Annual Young Designers Awards Dinner and Presentation on September 29. Along with the other two finalists, McCormick will have the opportunity to network with other industry professionals and be present for a speech by eco-jewelry designer and entrepreneur Katy Leakey.
(Top): FIDM Graphic Design Students’ entries for the annual ICMAD “Young Designer’s Competion. From left:”Maio” label designed Taena Garcia, “Core” label, awarded the third place prize designed by Maggie McCormick, and “Wild Style” designed by Omar Rajput.
(Middle): Maggie McCormick, FIDM Graphic Design Student who placed third in the nationwide design contest sponsored by ICMAD.
(Bottom): FIDM Graphic Design Students’ entries for the annual ICMAD “Young Designer’s Competion. From back, left: “Enchanted” label designed by Crystal Morales, “Core” label designed by Maggie McCormick, “Skully” label designed by Jaymie Lamperti, “Smith Brothers” designed by Adam Sands, “361 Degrees” label designed by Prathap Chandran, “Class” label designed by Giselle Blanco, “James Peacock” label designed by James Peacock, “Night Shade” label designed by Dylan Serbia, “Maio” label designed by Taena Garcia, and “Wild Style” label designed by Omar Rajput.