“Curly hair needs special treatment,” customers shouted, and Paul Mitchell listened! This was the statement behind “curls,” a line of new products to help people embrace their natural curls. PM used a variety of real women and men to feature in "The Truth About Curls” advertising campaign, including a dancer, Paul Mitchell-sponsored athletes and even students from Paul Mitchell schools.
In collaboration with the design director and the marketing team, I helped develop the package design for the new line. I contributed to most of the marketing collateral, posters, package design, banners, booklets, advertisements and signage for events.