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Introduction

01. CLIENT INTRODUCTION

"It’s just hair. And it's for my own good. And hey if I mess up it will grow back eventually, right? Right."

It was these words of affirmation that gave Anya the courage to take the first step on her path to transformation. The “big chop” as it’s more commonly known, involved her cutting off the heat/chemically damaged ends of her hair in order to gradually transition to a 100% natural style. 

When the last of her old, dead strands fell into the sink, she combed her fingers through her freshly shorn coils, took a breath and smiled. For months she’d been on a personal hunt to figure out just how to deal with her hair pattern and type. Much to her dismay though the hair care aisle were littered with generic “for curly hair” products not a single one had solutions that targeted her specific needs. She now understood that in order to reach her full “hair goal potential” she’d have to go back to the beginning and work from the roots out. It was at this moment that The Glow Up Natural Hair Care Salon was born.  

Its primary objective was simple; to educate women of color on the unique properties of their individual hair types and inspire a sense of confidence that can only come from caring, maintaining and styling one’s own healthy, natural hair. 

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Creative Strategy

02. CREATIVE STRATEGY

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Target Audience:  

Women of color ages 18 – 35 with a strong desire to educate themselves on all things “natural” when it comes to their hair. They are actively looking to gain insight on the topics of hair treatment, maintenance, and protection as well as styling recommendations that can be achieved either by appointment at a salon or in the comfort of their own home. 

The Competition: 

While the majority of existing hair care products cater to the four generic hair types: straight, wavy, curly and kinky, not a single one takes the A, B or C texture rating into account. Products found on today’s shelves use generic terminology like “for curly hair” to cast the biggest net possible in an effort to capture the largest customer demographic. Since each of the four hair types can be subcategorized into three different textures the average woman requires a product that is tailor-made to meet her specific needs.  

 

Key Benefits: 

The Glow Up has designed a line of all-natural hair care products that individually target all 12 type and texture segments. When a client visits the salon or purchases products in-store or online they are prompted to participate in a quick questionnaire. Their responses then generate a comprehensive hair profile complete with a number and letter classification which are highlighted across all product lines. This easy-to-understand system eliminates guesswork and leaves the client satisfied that they've invested their money in the right solutions for their particular need. 

 

Design Direction:

  • Color Palette: should feel fresh and youthful using a mixture of bright, bold colors.   

  • Patterns: will include linocut patterns highlighting the active product ingredients. 

  • Typography: San serif and modern to avoid competition with colors and patterns.

  • Photography: An assortment of women of color in a vast array of skin tones to promote                         a genuine sense of inclusion.

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03. DESIGN SERVICES

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BRANDING

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PRODUCTION

Product Design

Packaging Design

Merchandising

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EXPERIENCES

Salon Design

Product Displays

Trade Show Graphics

Design Services
Branding

04. BRAND IDENTITY

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Clear Space

The clear space minimum is equivalent to the square shape (shown here as x), regardless of the size at which the logo or icon is reproduced. This isolates the logo from competing elements such as photography, text or background patterns that may detract attention and lessen the overall impact.

Variation

The preferred Glow Up logo alignment is vertical. There are three logo design variations – logo lock-up, wordmark, and icon. Special Note: In the event the logo is being placed on a black background, all fonts will convert from black to white and the “G” and “_” icons will remain in their corresponding pop color.

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Color Palette

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Patterns

Typography

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STATIONERY PACKAGE

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Stationery
Social Media

#theglowup

With brands and designers moving away from the minimalist graphical trends seen in previous years, bright color schemes and visual messaging are the future of social media. Now more than ever brands are increasing their presence across a myriad of social media channels, and there's never been a better time to be bold and take risks.

 

Incorporating the company logos and bright color schemes throughout each graphic helps build continuity and promotes a strong sense of branding consistency. This approach connects the brand with its customers, increases brand awareness and is paramount to generating leads and boosting sales.

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05. SOCIAL MEDIA ASSETS

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06. MARKETING MAILER

A.

A. Front Cover

They say you shouldn’t judge a book by its cover. But the truth is, front cover design can make or break a campaign. This mailers front cover uses visually appealing photography, fresh, bright colors and an immediate call to action to grab the viewer's attention immediately.

B. Inside Left Cover

(4) Pre-cut cards have been adhered to the panel using easy-to-remove adhesive dots. Customers have the option to receive $10 off their purchase at check out, a free headwrap or wristlet with a $49 purchase, and their choice of between three additional perks.

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C. Inside Right Cover

Because everyone loves an anniversary, VIP members received an extra special gift

on their sign-up anniversary.  Points were redeemable in the salon or online.

D. Inside Center

The My Perks program gives VIP members the option of 3 gifts to choose from. The more money a member spends the more points they earn toward future purchases. Points totals are viewable at any time on the My Perks App.

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C. Inside Right Cover

Once folded open the viewer is shown the full product range of their particular hair type based on the information gathered from their Hair Survey.

F. Back Cover

The tried-and-true method of direct marketing is known as the 40/40/20 rule. This rule dictates that the success and eventual ROI of your direct mail marketing efforts are going to be dependent upon three factors – 40% of your success will come from how effective your mailing list is, another 40% will depend on how compelling your offer is, and the remaining 20% will come from everything else. It's safe to say that this campaign fulfilled all 3 of those rules.

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Marketing Mailer
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