SCOPE : BRAND STRATEGY • CREATIVE CONCEPT • CREATIVE + ART DIRECTION • GRAPHIC DESIGN • ON-SET DIRECTION • RETOUCHING OVERSIGHT • PRINT + DIGITAL PRODUCTION
BCBG MAX AZRIA / SPRING — Need a lovely headline here
BCBG MAX AZRIA SPRING is a style-driven hair care collection designed to empower young women to experiment boldly and own their unique identity. The challenge? Create a brand that feels authentically youthful while honoring Paul Mitchell’s tradition of pairing products with purpose. In this case, partnering with an anti-bullying campaign to reinforce that self-expression and confidence go hand in hand.
My approach centers on contrast and authenticity. I pair stark black-and-white portrait photography with punchy neon yellow accents, hand-drawn graphics, and personal story vignettes. The visual language feels raw and unapologetic, designed to live primarily on digital and social platforms where Gen Z hangs out. The result is a 360° launch that includes brand identity, packaging, an ecommerce site redesign, influencer kits, and a social-first campaign built around real girl ambassadors who embody the “you do you” ethos.
DELIVERABLES : BRAND IDENTITY • PACKAGING DESIGN • PRODUCT BROCHURE • SOCIAL CAMPAIGN • INFLUENCER KITS • WEBSITE DESIGN • DIGITAL ASSETS • PRINT COLLATERAL • CAMPAIGN PHOTOGRAPHY
