Devacurl Rebrand
DEVACURL EST. 1994
We’ve created a curl culture that revolves around you. It’s not built on pep talks. It’s built on what works. Your hair, your thoughts and your day to day drive our stylists and our scientists to create and formulate the tools that give you and your hair the strength to take any shape. The health to stand up to anything.
Since the beginning we’ve known that your curls have power and they will never confine you. Change your hair as often as you change your mind. Show them off, iron them out, protect them, lock them.
We’ve got you, and you’ve got this.
live your curls
The Rebrand Strategy
The Opportunity
Our opportunities seemed limitless. We invested significant resources in Shopify which increased our capabilities on desktop and mobile for consumer engagement. I was able to optimize the digital team around the new platform to build a better 360 strategy and awareness to capitalize on the brand equity.
The Results
Authenticity without compromise in everything we do. Scientifically rooted. Stylist approved. Community loved. Curl empathizing experts, curl-championing stylists, curl-centric salons, curl-mastering technique, curl-potentializing formulas with targeted technologies & ingredients to achieve healthy & beautiful looking curls. Curl-calibrated tools, curl-culture community
the challenge
DevaCurl was a pioneer in the industry and touched lives with the universal human experience of embracing your true self through natural hair. This drew me to the brand and made me feel like I was a part of a team that I could lead with humanity and empathy. The challenge was how to own the uniqueness of the brand at scale by speaking to our community through retail relations, digital platforms and social media.
content execution
Model + Product Photography
Video Content
Retail Collateral
Website Launch
MODEL + PRODUCT
PHOTOGRAPHY
We simplified model imagery to be evergreen and showcased a wide range of curls speaking to texture diversity and authenticity to better resonate with our customer. Our goal was to be elevated yet accessible and enable use across all platforms from retail, social and digital.
The other challenge was to give our product imagery a distinct look and to represent our sustainability visually. Materials found in landfills and then recycled were used to tie into the concept of clean beauty and our new and sustainable packaging.
We optimized them for all platforms and channels - brand, social, paid advertising and retail. In addition to omni-channel they had to be international-ready using captions and simple product adjustments in post to avoid costly captures and editing.
how - to videos
Our usage videos had to be consistent with our new photography, stylist driven and focused on providing the customer specific and concise information. With a timeframe of 90 seconds and under, we set out to templatize motion graphics.
digital launch
Our recent digital re-platform was the foundation for our digital rebrand. Thinking mobile first, taking key learnings from A/B testing, we leaned into digital best practices to bring an immersive experience to our customers. We introduced interactive touch-points, more educational content and consistent brand messaging to ease shoppability.
We wanted to ensure that the mobile experience was easy to navigate. With a sticky nav and add to cart button, it reinforced the easy navigation. Taking advantage of best in class practices, we found a way to infuse educational content in a digestible way with videos, visual scrolls and bite size information.
More impactful visuals, less than 90 second videos and bulleted copy across all pages was an impactful way to increase engagement and conversion rates knowing more than 60% of our traffic was on mobile.
retail + Point of sale
I LEARNED TO LEAD WITH EMPATHY, ROLL UP MY SLEEVES AND GO HANDS-ON WHEN NEEDED
CREATIVE DIRECTOR - ROBERT EFURD | ART DIRECTOR - NITI SHAH | CREATIVE PRODUCER - ELENA ESHLEMAN | VIDEO DIRECTOR - MCKENZIE THOMPSON | PHOTOGRAPHER - KATE POWERS | CREATIVE AGENCY - SCHOOL HOUSE
I shared a common experience with other team members at DevaCurl where we aligned personally with the consumer journey and emotionally connected with the community. It was a rich and rewarding time that I believe few get to see in their careers.
My leadership abilities took a leap forward because of the nurturing environment which allowed people to feel empowered and take risks with their work. I learned to lead with empathy, roll up my sleeves and go hands-on when needed while inspiring people to find a similar passion in their work.