No Poo Blue
No Poo Blue was the launch of DevaCurl’s first treatment cleanser. The product tones down the brassiness of highlights in dark hair.
Role/Deliverables
Art Direction and design of campaign visuals for all customer touchpoints; print advertising,
in-store merchandising, digital assets, and social media.
Credits
Model photography by Denise Bovee and Ryan Marshall
SuperMousse
For SuperMousse, bigger is better, this product was formulated to give hair big “day 3” volume on day 1, right after washing, and leave hair soft and moisturized, not dry and crunchy.
Big voluminous hair demands attention and exudes confidence, portrayed through angles, poses, and expression. The graphic treatment of the word “volume” further reinforces the product benefit.
Role/Deliverables
Art Direction of campaign visuals for all customer touchpoints; print advertising, in-store merchandising, digital assets, and social media.
Credits
Model photography by Denise Bovee and Ryan Marshall
Product photography by Ryan Marshall
Wash Day Wonder
The launch of Wash Day Wonder, a pre-cleanse detangle treatment, allowed DevaCurl to highlight the specific struggles of caring for and maintaining healthy curly hair.
In addition to the model and product stills capture in studio, we partnered with Humble Agency, to create content featuring three real women expressing what owning their lives, their identity, and “wash day” means to them.
Role/Deliverables
Art Direction of campaign visuals for all customer touchpoints; print advertising, in-store merchandising, digital assets, and social media.
Credits
Model photography by Simon Burstal
Product photography by Ben Rosenthal
Leave-In Decadence
DevaCurl’s Leave-In Decadence Conditioner’s launch posed particular challenges of introducing a new product into the highly successful Decadence franchise from both a packaging and positioning standpoint. The packaging had to fit into the existing Decadence system and be understood as a supplement to the product line, not an alternative offering. The solution was to focus on the lightweight moisture the product provided and highlight the two main ingredients that gave the product a point of difference.
Role/Deliverables
Art Direction of campaign visuals for all customer touchpoints; print advertising, in-store merchandising, digital assets and social media.
Credits
Photography by Rich Begany
