A brand campaign for You by Sally, Sally Beauty's hair color line. Real people instead of models, oversized swatches, and a look that holds from an influencer's bio page to a retail sign.
The cast runs across age, gender and style.
The backgrounds are saturated, the styling is confident, and the product comes second to the person in the frame.
The cast
Each paired with a shade
Saturated grounds
Scroll. It fills the mat, then travels the frame
Color treated like a creative decision
The chips on the back of a box are too small to pick from.
These are big enough to choose by eye.
The grid runs from a 320px influencer bio page up to a 6-foot retail sign. The blocks and their order stay put. Only the size changes.
Pink for the personality, cyan for the contrast, and black under both so the two loud colors never turn into noise.
The pink and the cyan stay the same on every surface, and that is what makes a phone screen and a store sign read as the same brand. One type family. Avenir Next Heavy for the wordmark, Demi Bold for the shade names and the SHOP NOW callouts, Medium for everything else. Three weights of one family gave the layouts all the contrast they needed.
The markBio pages, email and retail signage, all on the same grid.
The cast portraits, the swatch grid and the type went out together, on influencer bio pages, in email and on the signs in the stores.
Brand System
Digital Design
Retail Signage
Illustrator
InDesign
Studio photography
