The Future of Hair Color
Madison Reed, a hair color startup, has taken a bold stance in the beauty industry: create high performance products with ingredients that are actually not harmful to you, your hair or your senses. With this mission in mind, we were able to build the first prestige hair color brand.
I optimized the existing brand identity for 360º use. My focus included refining an existing color palette, refining the logo, wordmark and icon, and choosing a typeface that complimented the brand, it's personality and the inherited elements. The overall outcome was a well-designed, consistent brand.
The photography needed an update. I created a look & feel for both product and model. For the lifestyle, this elegant direction places the attention where it should be: the hair. The overall goal for product photography was to elevate. Working with amazing SF photographers, I created a library of gorgeous images for digital and print use.
We shot a TV spot (concept to air was 4 weeks) with one guiding principal - that hair color is so much more than appearance... It’s emotion. I wrote and art directed (and creative directed) this spot and guided it through the fastest production I’ve ever experienced.
I led the integration of our hero message, the future of hair color, onto the website, creating a fully responsive brand-driven commerce experience.
One of the most interesting parts about working in a startup is thorough understanding of technology. We created Madi, a chatbot who could color match any woman, anywhere, with some simple questions and a selfie. We earned a place at the intersection of tech and tresses.
I launched a social strategy for Madison Reed. With a focus on Instagram, we built a loyal following through beautiful imagery and smart ideas.
We had a unique challenge when it came to packaging: evolve a packaging approach that was solely created to work online, to work in-store. The result: a standout packaging direction, built to support an entire family of products.
Launching an online-only brand to retail was a very interesting project with lots of unforeseen obstacles. We branded, designed and defined how this tech-powered hair care brand comes to life... in real life.