LUXY HAIR

EVERGREEN DESIGN

GRAPHIC DESIGN & CO-CREATIVE DIRECTION - PRINT & DIGITAL BRAND ASSETS

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

Luxy is the #1-rated ready-to-wear hair extensions brand, redefining the category since 2010. This collection of evergreen and seasonal designs showcases the full range of Luxy’s brand identity, leveraging playful typography, bold layouts, and a dynamic use of scale / negative space to ensure each asset elevates the brand image while remaining distinctly Luxy. Through imaginative, elevated, editorial design, we’ve curated an aspirational yet attainable sentiment that reflects Luxy’s mission, product quality, and timeless appeal. This design-focused, high-fashion, visual approach has not only captured attention across media but has also carved a unique space for Luxy within the oversaturated beauty market.

luxy evergreen paid ads 1& 2 mockup.jpg
evergreen ad carousel 1 mockup.jpg
evergreen paid ad carousel 2 mockup.jpg
Luxy email 2 mockup1.jpg
Luxy email 6&7 mockup.jpg
Luxy email 1 mockup.jpg
luxy email 4 mockup.jpg
email 3 & 5 mockup .jpg
evergreen ecomm 1 mockup.jpg
evergreen ecomm 2 mockup.jpg
evergreen ecomm 3 mockup B.jpg
Luxy Box Mockup- Straight on copy.jpg
Frame 93512 copy.jpg
Luxy Box Mockup.jpg

PROJECT DETAILS

GRAPHIC DESIGN & CO-CREATIVE DIRECTION - LUXY EVERGREEN

JAN - JULY 2025

These evergreen designs were applied across all channels including paid advertisements, organic social, e-commerce and email marketing.

  • Design evergreen concepts / seasonal assets that can be adapted across channels (print, organic social, paid advertisements, website updates, packaging, etc.) and expand upon the brand identity while remaining distinctly Luxy. Each design aims to inspire customers to embrace everyday beauty by highlighting the ethical, versatile, and attainable nature of Luxy’s products through design. The creative goal was to visually express how Luxy intertwines sustainability and inclusivity to empower confidence, abundance, and play, creating a more beautiful world through both product and design. Curate a warm, authentic, and witty tone through design, ensuring all brand assets reflect the value of effortless beauty. Develop the elegant, timeless, inspirational, and playful visual identity of the brand through bold typography, curated imagery application, and unique, elevated design composition.

  • Luxy’s target audience consists of two groups: the core demographic and solutions customers seeking hair-thinning solutions. The core audience (millennials 25–45) values authenticity, high-quality ethical products, and elevated design, staying engaged with pop culture, wellness, and influencer-driven trends. Solutions customers (older millennials and Gen X) prioritize personalized, compassionate, and sustainable products that fit seamlessly into their lifestyle, seeking solutions for hair loss while appreciating elevated design and sensitive brand approaches.

  • Luxy celebrates beauty at every life stage with easy-to-use, premium clip-in hair extensions for every occasion. Redefining hair extensions since 2010, Luxy is now the #1-rated ready-to-wear brand worldwide, committed to ethical sourcing, sustainability, and inclusive innovation. With an award-winning color range and versatile application methods, the brand delivers instant length, fullness, and customizable coverage. These assets reflect Luxy’s dedication to inclusivity and consciously-crafted design through a distinctive visual identity.

  • To maintain a unified brand identity across diverse assets, we focused on consistent design elements that convey an elevated, nostalgic, editorial sentiment. Evergreen assets emphasize simplicity, allowing campaign-specific designs to stand out. The color story draws from natural elements—earth tones, soft neutrals, and our signature blue, evoking a clean, serene aesthetic. Layouts are inspired by editorial design, using playful scale, full-bleed imagery, negative space, bold typography, and lifestyle visuals to create impact and inspire the customer.

  • To show how Luxy’s sustainable products fit seamlessly into a busy lifestyle, we curated a compassionate, nuanced design approach that conveys trust, quality, and reliability. Our timeless, elegant tone emphasizes visual consistency, using lifestyle imagery to highlight the sophisticated yet attainable nature of the products. Through typography, color, composition, and aspirational visuals, we showcase a future where sustainability and inclusivity intersect, inspiring confidence, abundance, and play.

  • This project was created in collaboration with the talented design team at Beauty Industry Group (B.I.G. LLC) under the creative direction of Elizabeth Huynh. Special credit goes to the Luxy brand marketing team, in-house copywriters, production, ecommerce, marketing, and retention teams for their partnership and support in bringing these assets to life.