The Catalysts is a global initiative by The Estée Lauder Companies, created to identify and empower the next generation of beauty entrepreneurs through mentorship, funding and industry partnerships.
Yellow partnered with the global team to bring the programme to life across digital platforms, from social campaigns and static creatives to motion graphics, videos and reels, building a cohesive visual presence across every touchpoint. Working with international stakeholders, every asset reflected the programme's bold, contemporary identity while engaging a global community of founders and creators.
The programme's bold identity, animated for social. A monogram and typographic system that stays unmistakably itself from the first frame to the last.
Launch films, teasers and reels that carry the ambition of the initiative, cut for the vertical feed and paced for platforms that reward the first second.
Statics, applications and closing frames drawn from a single visual language, so the programme reads as one confident whole across markets.
The monogram brought to life, the programme's signature, built to open every film and post.
Launch trailers, teasers and story-led reels that carry the initiative's ambition, told frame by frame.
Applications, launch frames and closing creatives drawn from one visual system, held across every post.