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.
My solution: a palette of pastel and natural tones — greens and browns with lots of white space — that feel clinical, like skincare for your scalp, yet approachable. Two powerful positioning lines guide the work: “The Nature of Thicker, Fuller Hair” and “Stimulate. Strengthen. Regenerate.”
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
CAMPAIGN + ARTISTIC PRODUCT PHOTOGRAPHY
Crisp lighting and white backgrounds showcase packaging alongside natural, therapeutic ingredients — science-based formulas that feel clinical yet approachable.
