OVERVIEW

The goal was to define how the brand connects with its audience. This included writing a mission that built into a cohesive identity. The awareness video brought this new era to life. It celebrates every hair type, texture, and styling preference so you can create the hair you want every day, every night, every time. Pro-curated, backstage-vetted, life-tested for real powerful results.

ROLE

Copy & Editorial Director, authoring the manifesto, strategic positioning, brand voice guidelines, and taglines.