CREATIVE DIRECTOR
Role: Agency Creative Director
The logo doesn't have to be the first thing a creative director changes in a rebrand. In fact, 9 times out of 10 I won't even touch it, especially for a commercial brand with a relatively short history. There's so much more to do to revitalize a brand's relevancy before touching iconography. That's why, when hired to help concept the rebrand for Hairstory, I focused on defining brand codes that supported their established position on Happy, Healthy Hair featuring a first-to-market no-lather product, New Wash. The result was a full suite of elevated content assets fit for plug-and-play use across all touch points that, most importantly, reinforced the dynamic, strong, healthy, vibrant brand POV without having to update Hairstory's equally spirited brand recognition. Win/Win.