DONNA BELLA

BRAND IDENTITY IMPLEMENTATION

CREATIVE DIRECTION & DESIGN - BRAND IDENTITY EXECUTION

SENIOR GRAPHIC DESIGNER - BEAUTY INDUSTRY GROUP LLC (FULL-TIME)

I was given the opportunity to partner with RoAndCo and the Donna Bella brand team to conceptualize an entirely new visual language with the goal of curating an editorial, striking, distinctive brand identity that raised consumer awareness and propelled overall growth. After the brand guide was completed, I was given the opportunity to creative direct and design the implementation across all channels cohesively- successfully driving sales, facilitating consumer comprehension, and leveraging design as a tool to ensure that the desired sentiment is conveyed through all touchpoints. I then designed all new brand assets that established the refreshed identity with an editorial sensibility—balancing elegant imagery, bold color, and refined typography to successfully drive sales, facilitate consumer comprehension, and stand out in the highly competitive beauty industry.

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PROJECT DETAILS

CREATIVE DIRECTION & DESIGN - DONNA BELLA BRAND IDENTITY IMPLEMENTATION

END OF Q3 - Q4 2024

This new brand identity was implemented across all channels including paid advertisements, organic social, email marketing, packaging, website, in-store signage, and print design.

Donna Bella’s brand identity was designed by RoAndCo Design Studio in New York**

  • Donna Bella is a trusted name in the beauty industry-- established in 2003, the brand has built its reputation on quality and innovation. With continued growth and the anticipation of entering retail stores in 2026, the need for a bold, cohesive, elevated, re-imagined brand identity that accurately conveyed this caliber became abhorrently apparent. I was given the opportunity to partner with RoAndCo and the Donna Bella brand team to conceptualize and refine a new identity that embodies sophistication, timelessness, and innovation through design. I then creative directed the adaptation of this brand guide and curated the translation across all touchpoints to preserve the essence and aesthetic of the new identity and unify multiple initiatives under one cohesive visual system.

  • Creative direct the implementation of the rebrand and design the assets for the new brand identity in a cohesive, editorial, bold, transformative manor that allows for increased brand awareness / growth. Synthesize the goals of the brand, marketing, ecommerce, copywriting, and production teams through visual solutions that exemplify the new aesthetic by prioritizing design while supporting each team’s objectives. Creative direct and design how the brand guide is brought to life, evoking an elevated, innovative, memorable consumer sentiment that will stand out in a competitive storefront such as Sephora or Ulta. Curate a striking new take on the industry that reflects the editorial sensibility and elegance of the rebrand with the accessibility, playfulness and high quality of the product.

  • Donna Bella’s primary audience is women 25+ seeking salon-worthy hair with ease. The brand targets both professional stylists and consumers—empowering them to make confident, value-driven choices. For stylists, Donna Bella offers trusted, high-quality products and education that elevate expertise, increase revenue, and inspire client loyalty. For consumers, it provides approachable, sustainable, ethical solutions for effortless, professional results every day.

  • For over 20 years, Donna Bella has been a trusted leader in the professional hair industry, offering high-quality, ethically sourced 100% Remy human hair extensions, accessories, and education to stylists across North America. After expanding into direct-to-consumer sales, rapid growth highlighted the need for a reimagined brand identity. With continued expansion and entry into major retail stores projected for 2026, an elevated, design-driven identity became essential to drive sales, attract new customers, and strengthen brand loyalty.

  • My first project at Beauty Industry Group was collaborating with RoAndCo to conceptualize and finalize the new Donna Bella brand identity while communicating design needs and team initiatives to ensure adaptability across channels. After the brand guide was complete, I creative directed and designed the implementation of the new identity across all assets. This included collaborating with 1R Agency on the website wireframe and content design, and working cross-functionally with internal teams and external partners to launch the rebrand seamlessly across a new website, 340+ flow emails, salon print assets, in-store signage, print & digital advertisements, organic social, 300+ packaging components, etc.

  • With the goal of introducing the new Donna Bella identity across all channels in a seamless and cohesive manner that both exemplified the brand aesthetic and conveyed the desired sentiment at a glance, I implemented a unified set of design choices adaptable across mediums. To express an editorial sensibility and elegance, I maintained consistent use of the primary and secondary logomarks — refining their scale, color, orientation, and layout. Through bold color application, intentional typography, and purposeful imagery, I curated a clean, striking, and approachable yet elevated brand expression. By emphasizing imagery aligned with the new art direction, prioritizing information design through editorial typography, and leveraging bold color, I achieved a unified visual solution that met the objectives of multiple internal teams.

    In terms of art direction, we elevated our production approach to facilitate high-value, editorial beauty photoshoots featuring confident, radiant models representing a range of hair types and ethnicities. The imagery focused on authentic expressions and loose, playful movement — creating visuals that captured attention, reflected the brand’s elevated quality, and stood out in a competitive beauty landscape.

  • This project was created in collaboration with the Donna Bella Brand Marketing Team at Beauty Industry Group (B.I.G. LLC), the in-house Copywriting Team, RoAndCo Studio for brand identity design, and 1R Agency for website development.