Because the rebrand had been implemented shortly prior to this campaign, all teams felt it was important to reiterate the new brand identity as a whole by utilizing this opportunity to solidify what a traditional evergreen campaign would look across channels. We had received KPI’s that demonstrated traction among our target audiences and indicated overall growth, which substantiated my initial design decisions, aided in the creative direction of our evergreen assets, and reinforced the importance of prioritizing aesthetic, particularly in this initial phase of the new identity. In order to satisfy the initiatives of several internal teams (marketing, sales, brand, ecomm, etc.) while emphasizing the new visual language, I created a unified visual solution that placed a heavy emphasis on information design achieved through intentional typography, imagery that embodied the new art direction, and a bold application of color to convey an editorial sensibility and elegance. I worked cross-functionally across internal teams to provide assets, guidelines, and define the requirements for the simultaneous launch of this product (and all future products) across all channels, including website updates, digital paid advertisements, print advertisements, organic social, in-store materials, tradeshow assets, packaging, etc.

I decided to utilize this campaign as an opportunity to reiterate the new brand identity and further define Donna Bella’s visual language across channels while simultaneously introducing the new product invention. This was achieved by developing evergreen design concepts that exemplified the brand aesthetic, communicated the desired brand sentiment, and were widely adaptable across mediums as a result of intentional & consistent application of layouts, logo placement, colors, etc. By placing an emphasis on imagery that embodied the new art direction, prioritizing information design through editorial typography, and incorporating a bold application of color, I was able to achieve the goals of several internal teams (brand, marketing, sales, & ecomm) with a unified visual solution. Successfully convey the central brand message that ‘Donna Bella’s products facilitate the embrace confidence by providing salon-worthy results with ease’ through prioritization of design in order to drive initial sales, increase demand, keep retention high, attract new customers, establish customer loyalty and propel long term growth.