Hair color usually lives under fluorescent lights next to the toothpaste. The brief was to make it feel like something you choose, not something you grab.

Started with casting. Real people across age, gender, and style, each paired with a signature shade. The portraits drove the campaign: saturated backgrounds, confident styling, personality first. Product came second.

The swatch system turned shade exploration into something visual rather than technical. Oversized color blocks replaced tiny chips. Clean grids made browsing intuitive across mobile, desktop, and in-store signage.

Typography stayed bold and consistent. Avenir Next across weights, pink and cyan as primary anchors, black for grounding. The system scaled from influencer bio pages to email to retail without losing recognition.
Color as identity. Not color as chore.

Services
— Campaign Direction
— Brand System
— Digital Design
— Retail Signage