THE EVOLUTION OF A REBRAND

I was originally hired at Sally Beauty to write and build out the tone & voice for their first rebrand in five years. The concept deck was built by a New York agency and I worked with our Associate Creative Director to take their idea and bring it to life. The entire rollout took just over a year to complete, from start to launch.

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REBRAND 1.0

From the agency-produced concept, we created mock ads for the nine key business pillars. Then, we created true billboards, radio scripts, promo videos, and digital collateral as teasers to the new brand.

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REBRAND 2.0

The pandemic caused the company to re-evaluate the brand once again. The team decided the edginess and rawness wouldn’t live well in the new world of retail during and post-pandemic, so we went back to the drawing board. New leadership and a fresh perspective helped us take the brand to the next level.