SCOPE : GRAPHIC DESIGN • ART DIRECTION • PRODUCT DESIGN + DEVELOPMENT • MOTION GRAPHICS
BRIGHT PINK — United in pink. United in purpose.
Each year John Paul Mitchell Systems, Paul Mitchell Schools and Bright Pink partner to educate, support and empower women to become advocates for their breast + ovarian health. Since 2014, more than $350,000 has been donated to the cause from sales of limited edition merchandise.
The annual design challenge: reinterpret the pink ribbon in a fresh, relevant way that inspires stylists and clients to participate, purchase, and give. Every year the bar was raised—each iteration competing with the last to be bolder and more meaningful.
DELIVERABLES : PACKAGING + TOOL DESIGN • WEBSITE DESIGN + DIGITAL ASSETS • ANIMATION
REINTERPRETING AN ICONIC SYMBOL
The campaign’s visual anchor was a reimagined pink ribbon—printed in criss-crossing patterns across product packaging, gift bags, tools, and brushes. Each ribbon carried a message: United in Love. United in Courage. United in Pink.
DESIGNED TO GIVE
Working with overseas partners to create branded limited-edition tools and gift sets for retail—making it easy and beautiful to support the cause.
BEYOND THE SALON
A dedicated webpage allowed clients and professional stylists to make direct donations to Bright Pink through Paul Mitchell—extending the campaign’s reach beyond the salon.
