eSalon Photography Campaign

In preparation for their rebrand in 2018, eSalon created new campaign photography to showcase their at-home custom hair color. The goal of the photoshoot was to capture aspirational hair color on real women. 

Role: Art Direction

Partnered with The Fold Creative and photographer Ali Mitton to produce a two day photoshoot with six models. Managed several rounds of model casting to find age appropriate models that embodied diversity of age, ethnicity and hair type. Art directed retoucher and managed all post production to create over sixty high fidelity photo assets that were used throughout eSalon’s digital and print collateral.

esalon.com

Franchise Branding & Packaging

As a supplemental product to their successful custom color, eSalon launched an at-home highlighting kit in 2017. The branding needed to feel cohesive with the current product packaging, while being ownable. The theme behind Lightlab was artistic self-expression, encouraging customers to free paint and have fun experimenting with DIY highlights. The packaging was intentionally minimal in order to be approachable and non-intimidating.

Role: Graphic Design & Art Direction

Worked closely with the Product Development team to create multiple logo and packaging concepts for the new franchise. Presented design concepts to company founders and balanced design with cost of goods in order to meet company profit margins. Partnered with structural packaging companies to develop the curved outer box structure and all inner components and finishes. Attended press checks to ensure quality and consistency of all printed materials. Planned and concepted photoshoot to create branded marketing materials for product launch.

Full Rebrand Execution

eSalon is a disruptive custom at-home hair color startup that blends beauty and technology. After selling PriceGrabber, the eSalon Founders decided to disrupt the hair color industry by developing the technology to dispense over 160,000 unique color formulations. Moving from exclusively Ecommerce to mass retail, eSalon initiated a company rebrand in 2017. They hired Collins, a New York based branding agency, to do a brand audit, consumer research and strategy. The goal was to transform an aesthetic that leaned heavily tech into an ownable lifestyle brand with a human element. The rebrand captured the expressive artistry of at-home color application. The overarching theme was to empower women to be their own color masters.
 

Role: Graphic Design & Art Direction

Partnered with VP of Brand Marketing, Purchasing and Product Development teams to execute Collin’s rebrand strategy. Worked closely with Product Development to do material, color and design feasibility testing before producing new packaging. Defined rebrand fonts and color palette, assigning color families to each product franchise. Heavily involved in material and component selection for entire product line. Briefed and art directed logo redesign. Partnered with packaging designer to redesign over 45 product skews in under a month and a half to meet aggressive artwork deadlines driven by Chinese New Years. Art directed multiple photo shoots with Alex Tostado and Maria Del Rio to create an asset library for the company to use across print and digital.

Client: Sharecentives

Sharecentives is a web and mobile application that allows users to find deals on their favorite brands. Users can check-in to restaurants, stores and events and share deals with their friends. 

Role: Art Direction & Branding

Established a playful brand aesthetic to make the app seem approachable and easy to use. Worked closely with the client to understand their vision and key business objects.

Collaborated with a small team of graphic designers to create the desktop & mobile interfaces. Provided storyboard, script and creative for a motion graphics designer to create an introductory landing page video.

Brand Identity Solutions

Client: Brentwood Sunshine Preschool

Brentwood Sunshine Preschool is an elite preschool in Los Angeles. Located in a quaint colonial house in a beautiful Brentwood neighborhood, students are able to participate in experiential learning and active play in the school’s open yard. Small classrooms provide intimate learning experiences, providing a second home to students.

Role: Art Direction, Design & Project Management

Presented a brand analysis to the client of competitor schools. Educated the client on design trends and best practices, encouraging them to be open to more contemporary branding.

Developed logo, color palette and overall brand aesthetic. Collaborated with a junior designer to create website subpages for a complex 70 page website with both internal and external portals. Worked closely with an overseas development team. Coordinated a photoshoot to capture compelling lifestyle imagery of preschool activity.

brentwoodsunshinepreschool.com

Client: EmailPostcards

EmailPostcards is a family-owned start-up in Los Angeles. They provide a platform for corporations and business professionals to send personalized ecards to their customers.

www.emailpostcards.com

Role: Art Direction & Project Management

Worked closely with client to understand the business and make recommendations based on industry best practices and competitor research. Developed brand strategy and framework for a fun and engaging brand experience. Identified ecard categories based on seasonality and trends. Provided art direction to designers to create logo options, style guide and ecard designs. Worked with an illustrator to produce custom branded artwork. Managed overseas development teams during QA, launch and post-launch.

Awards

Nominee on awwwards.com

Client: Pamson Enterprises

Bubble Blast is a brand owned and licensed by Pamson Enterprises, a Hong Kong based consumer product manufacturer.

Collaborated with a graphic designer and an illustrator to create brand aesthetic and logo. Created the bubble world concept as a background graphic for various bubble products lines and marketing collateral. Characters were developed to make the product more iconic and memorable to consumers.

Client: Pamson Enterprises

Costume Party is a brand owned and licensed by Pamson Enterprises, a Hong Kong based consumer product manufacturer.

The objective of the project was to create new packaging and branding concepts for Pamson to implement on their existing costume lines. Originally called Costume Cat, the creative team felt that Costume Party had a more sophisticated lifestyle feel. Logo and packaging designs were inspired by high-end fashion brands. The brand’s product offerings were split between child and adult costumes, so each got their own unique treatment.

Role: Art Direction

Researched packaging trends and materials and worked with 3D graphic artist to create packaging concept renders.

Client: Haiku Electronics

Haiku is an emerging electronics brand who sells primarily on Amazon. The objective of the project was to create a unique and iconic brand identity, starting with a line of MicroSD Cards and Adapters. The branding also needed to be broad enough to feel appropriate for future products.

Role: Art Direction & Project Management

Researched current electronics brands and worked with graphic designers to establish appropriate logo, color palette, style guide, product graphics, packaging, product inserts and Shopify website graphics. Provided art direction to photographer and 3D artist for Amazon product images. Presented creative to client and gave recommendations based on competitive research. Set up front end of Shopify e-commerce website.

Client: Abundant Health

Abundant Health offers a full range of nutritional supplements and beauty products. The majority of their sales are done on Amazon.

The creative team was tasked with the rebranding of the entire Abundant Health supplement line. The majority of products are nutraceuticals such as Krill Oil and Omega-3 Fish Oil. Since the market is saturated with similar products, creating a visually compelling brand gives Abundant Health more value and differentiation.

Role: Art Direction & Project Management

Worked with graphic designers to create several design directions. Presented creative to the client and made recommendations and refinements. Established a new logo, style guide and packaging and applied to the entire product line. Assigned colors and icons to each package related to product ingredients and benefits. Worked with printers and manufacturers to select bottle, lid and packaging materials.

Client: Macadamia Professional

Macadamia Professional is known as the oil authority for global textures. They carry hair products for all hair types, from baby fine to ultra curly to textured. Giannandrea, a world-renowned celebrity stylist, is the brand’s primary ambassador.

Role: Graphic Design

Established the look and feel of the responsive e-commerce website. The objective was to create an editorial layout that featured a variety of content, including: Macadamia Muses, fashion and lifestyle imagery, celebrity stylists and product. Collaborated with a small team of designers to create all desktop and mobile UI and implement best practices in user experience. Worked with a team of developers during the QA, launch and ongoing website maintenance.

macadamiahair.com

Client: Fitvana

Fitvana is a brand of fitness products that primarily targets females. The Zag foam roller is Fitvana’s first product to hit the market. The zig zag pattern of the roller helps to better massage muscle, in contrast to competitor products that typically have parallel ridges.

Role: Art Direction & Project Management

Worked with designers to generate a logo, color palette and style guide for the Fitvana product line. Developed branding, packaging and marketing collateral for The Zag, and helped the client generate packaging content focused on key selling points.

Client: Helios Lighting

Helios is a motion picture lighting company based in Los Angeles. They take pride in producing high quality bulbs that produce natural white light.

Role: Graphic Design

Created multiple logo and color palette options and developed a website aesthetic. The main objective was to position Helios as industry leaders in motion picture lighting, and give the website a feeling of depth, quality and texture.

Client: Bob Evans

Bob Evans is a restaurant chain known for their homestyle comfort food in the Midwest. Bob Evans had a farm in Rio Grande, Ohio that is now a museum and iconic landmark. The brand has a loyal following of individuals who are 55 and older. The design team was tasked with the challenge to generate in-store merchandising that would stay on brand for the older demographic, but also appeal to younger millennials.

Role: Graphic Design

Generated design concepts for each seasonal in-store merchandising cycle. Every two months, the restaurants rotate the promotional materials on placemats, menus, handouts, lobby posters and table cards. Creative needed to be fresh and different each cycle, yet maintain the rustic and nostalgic feel that is so iconic to the Bob Evans brand.

Client: Ohio Tuition Trust Authority

Ohio Tuition Trust Authority is a state agency that offers 529 plans enabling parents to save for their child’s college fund. The College Advantage program incentivizes parents to contribute at least $25 per week to their plan. Parents with older children are recommended to contribute more aggressively.

Role: Graphic Design & Art Direction

Created a design and concept for direct mail collateral, emails and a website landing page. The creative concept was to connect a child’s current interests to a future career path. The main objective was to offer comfort for a parent’s anxiety of college tuition prices. Worked with a lifestyle photographer when creating imagery and selecting models for collateral. Each direct mail piece depicted an image of a child that related to the age of the recipient’s child.

Client: Bed Bath & Beyond

Bed Bath & Beyond is known for a wide breadth of product, quirky marketing and 20% off coupons that never expire.

Role: Graphic Design & Art Direction

Worked on a team of 15 to help support all aspects of the agency’s largest account. Responsible for designing all email marketing campaigns and created new gift card concepts. Also created ad concepts for corporate marketing as well as the bridal arm of the business. Designed and art directed the November 2011 circular that was distributed to over 6 million households. Worked with photographers and stylists to create engaging product photography.

Client: FCancer

FCancer is a non-profit started by Yael Cohen and Julie Greenbaum that focuses on providing psychosocial support for those affected by cancer. The charity throws events all over the country to bring cancer victims, survivors and their family and friends together. 

Role: Graphic Design

Designed the community portion of the FCancer website. Community users can create personalized profiles, share their story and connect with one another. There are also sections for event galleries and brand advocates.

letsfcancer.com/community