They say the devil is in the details, and nobody knows that better than the core Arsenal team that helped name and shape i’mma into what it is today.
When iFace, a trusted industry leader known for their innovation and deep understanding of beauty formulas, reached out to Arsenal, we knew there was something special there—makeup that didn’t just last, but evolved beautifully throughout the day.
With their expertise in creating products that truly delivered performance without compromise, iFace had the technical excellence laid out. What they needed next was an identity—a story as powerful and distinctive as their product formulas.
i’mma was that story, and our task was clear: create an identity that captured the magic that iFace had initiated.
But like all great things, we had to start somewhere: the name.
Aiofi de Castro, account manager for the brand recalls, “Initially, iFace suggested trendy Gen Z slang. However, we collectively chose ‘i’mma’ because it balanced immediate appeal with longevity. It spoke authentically not just to Gen Z, but also broader makeup enthusiasts.”
Our team dove deep into what made this product truly special. It wasn’t simply long-wearing makeup; it was WELL-wearing. It didn’t fight against your natural beauty—it performed alongside you, enhancing your authentic self as you moved through your day.
And that’s when it clicked: this wasn’t just makeup; it was a declaration of intent. A promise of what’s to come.
The casual confidence of saying “I’m a creator.”; “I’m a force to be reckoned with”, but also, “I’m gonna show up, stand out, make my mark.”
i’mma was born.
And from the name came the logo.
The apostrophe is our thing. It symbolizes action and ownership.
We wanted to translate that meaning into everything we did.
At first glance, the apostrophe might seem like a minor detail, but for i’mma, it quickly became the brand’s iconic symbol. Arsenal’s Creative Director, Pierre Zipagan explains, “The apostrophe turns ‘I am’ into ‘I’mma,’ signifying action, ownership, and intent. It makes the name active and empowering.”
Erin Ong, one of the designers assigned to the brand, adds, “It’s impactful branding, especially on packaging. It’s our visual trademark—instantly recognizable.” Content Director CJ Sarmiento elaborates further: “The apostrophe emphasizes ongoing potential. It’s not just punctuation; it symbolizes the i’mma girl—always onto something next.”
Visuals and Personality on Point
For Erin, translating the i’mma identity into visuals was about applying the given branding elements—especially the distinctive “i’mma green”—and amplifying the personality defined by the team’s storytelling.
“The style had to be effortless and chic, but still playful and memorable,” she shares. Erin drew inspiration from brands international brands and trends, translating them into visuals uniquely tailored for i’mma’s Gen Z audience.
Pierre also highlights the team’s approach as “cute branding,” explaining, “Millennials called it ‘cool,’ but now it’s about being ‘cute’—intuitive and authentic, not overly calculated.”
Real talk — solidifying the tone of voice
CJ explains that the voice of i’mma had to resonate genuinely with the Gen Z audience: “The strategic thinking was always to capture the language, attitude, and lifestyle of our target market.”
Collaboration was key. She adds, “Every team member contributed naturally, defining the voice through a blend of wit, authenticity, and playful directness. It felt personal—because it was.”
Naming Shades That Pass the Vibe Check
Copywriter Bianca Labraque, the wordsmith for the brand, reveals the playful strategy behind i’mma’s shade names: “We always asked, ‘What does this color remind you of?’ It was about creating emotional connections, referencing songs, trends, or moods—not just labeling shades.”
Favorite product names emerged like CJ’s “Cheek Beam” blush topper and shade “So Poetic,” subtly connecting pop culture and personal experiences, making each product feel conversational and relatable.
Balancing Creativity and Practicality
Angela Cabredo, the Content Manager, structured i’mma’s content thoughtfully around practicality and usability, reflecting the modern Filipina’s busy lifestyle. Clear, structured content buckets like I’mma Coded, Makeup Must-Haves, Beauty Playbook, Vibe Tribe, And I’mma Steals ensured everything was accessible, functional, and engaging.
“The audience responded strongly to product-focused content on social media and relatable usage videos on TikTok,” Angela explains. “It worked because the content was practical, relatable, and solution-driven.”
Chic, Not Stiff
Maintaining visual consistency while exploring new directions was one of designer Erin Ong’s key challenges. “The biggest hurdle was balancing timeless chicness with fresh, playful visuals. I had to ensure each asset felt new without deviating from i’mma’s core identity,” she notes.
This required blending multiple design inspirations to form cohesive visuals that were distinctly i’mma.
Cara Campos, another designer on the launch team, agrees, noting the effectiveness of the established brand elements. “The i’mma green palette and effortless, chic personality gave me the opportunity to think outside the box, keeping the visuals fresh and playful.”
Built for Every Skin, Every Story
Erin admits there’s a blurred line between localizing visuals and international influences: “Most brands we see are globally inspired, so inclusivity became our version of localization.”
i’mma’s inclusivity is expressed through diverse shade ranges and authentic representation. Erin explains, “The local aesthetic shows in our choice of models, skin-tone inclusivity, and precise shade variations.”
Cara emphasizes how inclusivity directly shaped visual presentation on social media: “We made sure the diverse shade range was highlighted effectively by contrasting the products against the iconic i’mma green background, playing strategically with their positioning.”
Created by the Market, For the Market
Pierre emphasizes that i’mma felt authentic because the creators themselves represented the target audience: “A truly personal brand emerges when the creators are also the consumers. Swap out our team, and you get a totally different brand. That personal touch is critical.”
CJ echoes this sentiment, saying, “Collaboration was natural and unforced. Every small idea from the team shaped i’mma’s voice, visuals, and story into something genuine and relatable.”
Cara adds further insight into team dynamics: “Working closely together allowed us to communicate smoothly, creating cohesive, timeless, and high-quality content. The collaborative environment made it easy to quickly exchange ideas and deeply understand each other’s creative processes.”
Aiofi further highlights the intentionality behind team formation: “We strategically ensured our members were makeup enthusiasts themselves. Aligning closely with the iFace’s objectives—building a Gen Z-centric brand—the team anticipated challenges by drawing inspiration and following best practices from brands we personally loved.”
The authenticity check came down to a simple question: Would the creators genuinely use the products themselves?
Erin answers firmly, “Yes, genuinely. It’s affordable, inclusive, and has exactly the shades I personally would use.”
Why everyone’s talking about i’mma
CJ summarizes why i’mma resonates by highlighting “the seamless synergy of visuals, voice, and identity,” emphasizing that audiences “won’t dissect these decisions—they’ll just feel naturally connected.”
Aiofi expands on this, pointing to how crucial iFace’s insights were in shaping this connection: “iFace’s goal was to create a Gen Z brand that genuinely stands out, even in a saturated market. They emphasized simplicity, effectiveness, and ‘cuteness’ as essential elements. Our research validated this, confirming Gen Z still prefers straightforward, practical products—as long as they’re aesthetic and digital-friendly.” For Aiofi, the clearest proof of success came “when a notable KOL spontaneously shared her genuine impressions online. That was our full-circle moment—a clear sign that i’mma resonated exactly as intended, showing us we’d truly arrived.”
Creating i’mma was a team-driven effort rooted in strategic thinking, creative storytelling, and cultural understanding. Arsenal didn’t just launch makeup—they launched a relatable promise: beauty that moves with you, made by people who genuinely get you.
Need help shaping your next big idea? Let’s talk. Reach us at info@arsenalcontent.com.