SCOPE : CREATIVE DIRECTION • ART DIRECTION • BRAND IDENTITY DEVELOPMENT • PHOTOGRAPHY DIRECTION • VIDEO PRODUCTION • PRINT + DIGITAL PRODUCTION
SCALP CARE — Building a brand within a brand
Scalp Care launched as a new collection within Paul Mitchell Tea Tree—solution-based products designed for thin hair, targeting increased volume and strength. The challenge was creating a distinct brand identity while honoring Tea Tree’s established style guide.
The solution: a lighter color palette of earth tones, a clinical yet approachable look and feel for artistic product and model photography, a focus on natural ingredients, and a natural setting on location for still photography and video.
DELIVERABLES : LAUNCH KITS • TAKE-HOME KITS • GIFT-WITH-PURCHASE PROMOTIONS • VISUAL MERCHANDISING • PRODUCT PACKAGING • TRADE PUBLICATION ADS • PRODUCT BROCHURE • SALON COLLATERAL • BRAND VIDEO • PRINT + DIGITAL ASSETS
ARTISTIC PRODUCT + MODEL PHOTOGRAPHY
Crisp, in-studio lighting paired with natural lighting on location gives the brand story its clinical yet approachable, natural yet luxurious feel.
