The color XG is a European, premium hair color line from Paul Mitchell.

It is a rich, permanent cream hair color brand blending cutting-edge technology with rich colors that are true to tone and resistant to fading. The brand blends fashion, color and technology for the modern woman of any age.

I was brought in to help work on the launch of the brand in 2013 and continued to develop and design all the collateral pieces, promotional color boxes, concept photoshoots for brand refresh as well as show graphics and environments.

As Senior Art Director of Professional Hair Color, I am responsible for maintaining brand integrity for the color XG across all platforms including print, media and environmental graphics.

NEURO by Paul Mitchell

Neuro is a brand of high-end tool and styling products for professional stylists. The brand’s origin began as precision instruments for creative stylists powered by cutting-edge technology and style. Successfully launching in 2012 with eight tools to include a flat iron, a blow dryer, diffuser, curling irons and rods. In 2017 the NEURO brand expanded to include a wet line to support the expanding tool collection.

To launch the wet line products, I designed two limited edition ‘Neuro Blue’ tools (Blow Dryer and Flat Iron) and packaging. I also designed a mini travel kit box which also served as a ‘TAKE HOME KIT’. This box was very successful in the salon by giving consumers the opportunity to to sample the new full line.

With over 300 shades spanning across semi-, demi- and permanent hair color options, plus a comprehensive blonding system, Paul Mitchell Professional Hair Color offers one of the most diverse color options in the industry–all with exceptional condition, brilliance, color and shine.

I have been an Art Director working on the various projects for Paul Mitchell Professional Hair color for the past five years and am now the Senior Art Director overseeing development and maintenance of seven color brands. 

JAFRA PRO is a high-end skin care line based on science, inclusivity and the endorsement of a Beverly Hills Plastic Surgeon, who was involved in the clinical trials. The overall look of this brand was a clean aesthetic, based on science and technology, and able to compete with high-end department store brands in the same category.

I was involved in every aspect of this project and worked very closely with the brand manager at Jafra Cosmetics. I worked with her from the initial bottle design of every product, produced and managed all the photo shoots for the campaign, oversaw and managed all the retouching, designed all the printed collateral and established all the guidelines for the brand.

Awapuhi Wild Ginger is a luxury wet line line of products from Paul Mitchell derived from the natural awapuhi extract.

Mirrorsmooth is a category line under Awapuhi Wild Ginger and I worked on the Take Home Kit and Store Displays for Salons. The concept behind the Store Display box was inspired by ‘jewelry boxes’ where you set your perfume bottles on top and it has drawers on the bottom for smaller items. In this case we are showcasing our three new Mirrorsmooth products, and the drawer on the bottom, complete with a ribbon pull handle, houses a small brochure and a sample foil pack for customers to try. 

JAFRA COLOR

Jafra Cosmetics International is a global cosmetics, fragrance and bath and body products company that designs and manufactures their own products. Their diverse product portfolio and successful direct selling B2B business model has helped thousands of woman grow and launch their own business. Although Jafra is very successful in the Latin American countries, their global markets continue to expand into Asia including Russia.

Jafra Color is their biannual, seasonal makeup collections which debut every spring and fall.

I have worked with Jafra for over 8 years with their color collections from rebranding the packaging, concepting the theme and look for each seasonal color collection, producing and creative art directing the photo shoots to designing all collateral for each collection.

I have also produced and hosted all the model castings for every color shoot and have developed great relationships with many of the entities involved in directing the shoot.

Jafra Cosmetics International is a global cosmetics, fragrance and bath and body products company that designs and manufactures their own products. Their diverse product portfolio and successful direct selling B2B business model has helped thousands of woman grow and launch their own business. Although Jafra is very successful in the Latin American countries, their global markets continue to expand into Asia including Russia.

Fragrance is a multi-billion dollar industry and with the U.S. population alone spending $4 billion annually. I have worked on several fragrance brands for Jafra, helping them brand several successul campaigns from packaging to photo shoots.

NEXT2ME Elixer

NEXT2ME is fun and sexy limited edition fragrance created for men and women. marketed to be sold individually or as a set. The bottle was designed with an elipse-like indention on the side, which served a thumb print and ergonomically allowed ‘him’ or ‘her’ to quickly pick it up for a quick spritz to the face or body. When the ‘his’ and ‘hers’ bottles are placed together, the two indentations form a closed circle symbolizing completion or strength and love in a relationship.

A premier men’s hair care line featuring innovative hair styling products with a wide range of finishes and holds for easy grooming. This campaign was targeting the ‘sports guy’ and the ‘style guy’. By using sports-related catch phrases and headlines, along with small  ‘sporty’ icons, I could stay true to the brand’s clean and masculine style and create a campaign that appeals to a dual customer that is both sport-oriented and style-oriented.

Tea Tree is a successful and extensive line of natural hair and body care products containing essentail oils and botanical extracts. With the claim of the ‘refreshing tingle’ from the products that invigorates the scalp and wakes up weary hair, the percentage of sale’s growth has increased year after year.

I have worked on several key launches for Tea Tree including the Lavender Mint line extension as well as packaging for the Tea Tree Scalp Care.

Most noteworthy is my packaging design for the Tea Tree Holiday 2018 Collection, which won an award from Graphic Design, USA but also increased sales forecasted by 40%.

This demi-permanent no-ammonia formula conditions hair while coloring to provide incredibly rich results with exceptional shine. Launched in 2015 to great success, The Demi logo pays homage to the simplicity of Paul Mitchell’s original permananent hair color line, called Paul Mitchell The Color. I worked on the branding and the launch of The Demi and created all the collateral pieces for this system.

We started out with numerous explorations of the logo and ended up back to our roots of simplicity and the solid foundation of the square, which is carried throghout the rest of the Paul Mitchell universe.

Since then, The Demi has grown to include a Muted Metallics collection which included a model shoot, new artistic shots, box collection and collateral.

Conceptualized and designed unique and engaging one sheets, DVD packaging and ads for hit blockbuster movies and home entertainment which resulted in increased revenue and visibility within retail stores and online communities.

How can your logo serve you?

It can serve several purposes. Besides telling you the name of a company, a logo can be a visual symbol of your company that can represent your business. It can also represent an idea or convey a much broader set of ideas like a campaign. Some successful logos are so powerful that they no longer need the connection to their parent logo type or company name. For example, when you see the familiar ‘golden arches’ of McDonalds, you know where to get that next fast meal. For others that are more fashionable, the iconic double interlocking C’s can only belong to the high-end fashion empire that is Chanel.

Logos are an integral part of the overall branding of a company or campaign and I have over 10 years of experience in branding from companies, beauty and fashion brands, entertainment and technology. 

Here are some of my favorite logo explorations. I have chosen to mostly show explorations as the final logos selected were not my favorite choices. I always believe in showing clients a wide range of choices from the obvious, to the avant garde.

Logos shown left to right, top to bottom:

BAM3 - logo for BAM 3 technology

NRG - logo for radio station playing top POP hits

Viva Vemma - Company celebration logo in Mexico

Touching People’s Lives - logo highlghting the top charity supporters in Jafra’s Newsletter

House of 1000 Corpses - logo for movie, directed by Rob Zombie

Desert Inn Resort - logo for Palm Springs Hotel and Resort

Champagne Celebration - logo celebrating 20th Century Fox

Jafra Legacy Collection - Jafra Fall Makeup Collection

Tropical Rhythm, spring 2001 - Jafra Makeup Collection

icontrol - logo for technology company focusing on software for improving Direct Store Delivery

Jetway Express - logo for retail chain of gift shops in airport terminals

Vemma Team -  logo to inspire company comradery, application to hats, jackets, t-shirts, website

The Mask of Zorro - logo for special exhibition at the Autry Museum of the American West

Jetway Express - logo for retail chain of gift shops in airport terminals

Wild Flowers -  logo for boutique Flower Shop

JAFRA MD -  logo for high-end, cosmeceutical skin care line

Sunrise Collection, spring 2000 - Jafra Spring Makeup Collection

ID - logo for movie company

Squeak Pictures -  logo for movie company

RKD -  logo for Russell Koza Design

Win Free Money.com -  exploratory logo for gambling website

Race to the Riviera Maya, Cancun, Mexico - logo for an bonus incentive program in Cancun, Mexico

American Vein & Laser Centers - logo for Medical center

Race to the Riviera Maya, Cancun, Mexico - logo for an bonus incentive program in Cancun, Mexico

Drum Doctors - logo for drum sales and repair shop

Incognito - logo for movie

Imperial Entertainment Group, Inc. -  logo for Entertainment group

Bond RX -  exploratory logo for a high-tech Hair conditioning treatment

Bond RX - exploratory logo for a high-tech Hair conditioning treatment

Hawaii Seminar 2019 - logo for a annual seminar for John Paul Mitchell Systems focusing on Hawaiian heritage

Hawaii Seminar 2019 - logo for a annual seminar for John Paul Mitchell Systems