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
NEON — A sweet product launch just for teen girls
Paul Mitchell, the largest privately-held professional haircare company in the USA, launched a sweet addition to its trendsetting beauty portfolio called Neon, and it’s just for teen girls. By developing a brand that targets the teenage daughters of existing consumers, Neon connects Millennial and Gen Z audiences to PM’s global legacy.
The challenge was to design, and activate, print and digital campaigns that would be fun and youthful, while imparting serious self-esteem building messaging. The combination of black and white photography and a neon color palette, hand-drawn graphics, and hand-lettered quotes produced not only candid, girlish portraits, but also unveiled core concepts of self-expression and individuality.
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
CONCEPT
100+ print projects were created to support launch and as an investment in the brand’s future. From product brochures and promotional packaging to in-store signage and visual merchandising, consistent branding across touchpoints is an opportunity to create customer loyalty.
DIGITAL DESIGN + THE ART OF VISUAL STORYTELLING
The look and feel of digital projects for Paul Mitchell’s first direct-to-consumer brand—like web pages, email and social campaigns—was inspired by the design language created for print collateral. The familiar graphic elements like neon yellow diagonals, hand-drawn illustrations, animation and collage were combined to tell an engaging visual story.
