RESPONSIBILITY : BRAND STRATEGY, CREATIVE CAMPAIGN, BRAND DEVELOPMENT, CREATIVE CONCEPT, ADAPTIVE CREATIVE, CREATIVE DIRECTION, ART DIRECTION, GRAPHIC DESIGN, PRODUCT DEVELOPMENT, ON-SET ART DIRECTION, RETOUCHING OVERSIGHT, EDITING OVERSIGHT, CASTING, TALENT PROCUREMENT, PRINT + DIGITAL PRODUCTION AND CAMPAIGN ACTIVATION
CLEAN BEAUTY — Steering an emerging brand through pivots and possibilities
Clean Beauty is a Paul Mitchell brand with a clean ingredient story—high in naturally sourced botanicals and designed for consumers united by shared values: responsibly sourced haircare that’s powered by ingredients they can feel good about.
My challenge was steering creative through constant evolution. Each decision required strategic thinking—knowing when to stay within brand guidelines and when to break out of them, when to adapt and when to push forward. The brand was moving, the market was shifting, and the creative had to stay flexible without losing its identity. The brand ultimately underwent a complete restage—and the evolution I stewarded contributed to what came next.
PROJECTS : PRINT ADVERTISING, TRADE PUBLICATION PRINT ADS, OOH, PRODUCT BROCHURE, PRODUCT GUIDE, CATALOGUES, LOOKBOOKS, STYLE GUIDES, BRAND BOOKS, SALON POSTERS, PRODUCT PACKAGING DESIGN, CAMPAIGN PHOTOGRAPHY, PACKAGING PHOTOGRAPHY, BEHIND THE SCENES PHOTOGRAPHY, VIDEO, MOTION GRAPHICS, ANIMATIONS, DIGITAL ASSET CREATION, WEBSITE DESIGN, LANDING PAGES, WEB PAGES, EMAIL, LOGO LOCKUPS, MOODBOARDS, STORYBOARDS AND PRESENTATIONS
