For the launch of make-up brand Gleeze, Crosby / Petrus Olsson worked side-by-side with the LYKO in-house team to build an energetic, social-first identity designed for short formats, fast updates and continuous renewal.

The focus was on creating a versatile creative system that allows existing assets to be quickly adapted to new trends without losing brand consistency. With integrated craft across the production, collaboration stayed seamless, time-to-market stayed short, and investment was focused on impact rather than handovers.