THE CHALLENGE —

Function of Beauty, trailblazers in custom haircare, dove into a full-scale digital makeover. The brand was going through a platform migration and reimagining of the entire online world.

We breathed new life into the brand with fresh typography, new color palette, and a new art direction, creating a more modern point of view while respecting brand codes.

This exercise turned into a complete content overhaul - from updating all copy with the new tone of voice to reshooting and designing all brand assets.

In partnership with 1R agency, we developed a sleek, intuitive interface that elevates the user experience and streamlines the journey from personalization to purchase.

My Role —

Creative Direction & Partnership with UI/UX team
Photo&Video Art Direction
Tone of Voice
360 Campaign Concept & Execution
Brand Collateral Design
Digital Asset Redesign

New tagline for the brand — highlighting the importance of custom solutions. (replacing the old “Your hair. Your formula.”)

Photography: Mei Tao, Landon McMahon, Aurelie Graillot Studio, Kanji Ishi
Video: Nick Korompilas, Misha Koroteev, Daniel Fry
Copy: Veronica McCarthy, Lena Park
UI/UX Design: 1R Agency