At Sweet Squared, I led the design for the launch of our biggest client-to-date, Paul Mitchell. The designs spanned across many marketing touch points and encouraged Paul Mitchell’s existing customer base to move across from their old distributor and Sweet Squared customers to engage with the new brand. I designed across a variety of print and digital to get the word out there whilst maintaining a consistent identity throughout.

 

The identity I designed was playful whilst remaining professional. I was inspired by founder John Paul DeJoria’s ethos of spreading Peace, Love and Happiness (which is also a foundation he began in 2011). The doodles and hand-drawn effects worked well for the initial print designs and were then rolled out across digital to create a consistent voice for the launch and to add personality to a brand where the Pro is at the heart.

​

​