Sally Beauty needed a new brand, not a refresh, not a campaign, a brand, to anchor their Clean initiative. A small team of designers was asked to pitch concepts. Mine was selected.

I developed the brand from concept through execution. Starting with moodboards and positioning, I built a visual identity that drew from the botanical ingredient stories at the heart of the line, five color series, each rooted in natural elements. I mapped every touchpoint: packaging layouts across 36+ SKUs, model and prop photography direction, digital asset templates, and campaign creative. I coordinated closely with the Photo Studio on production, selected model photography that aligned with the brand's tone, and created the design system that carried through both the haircare launch and the later ammonia-free color expansion. The brand was strong enough that it received a full redesign in 2025, the clearest signal that the foundation held.

Inspired by Nature by ion launched as a cohesive brand identity across packaging, digital, and retail and provided the scalable foundation for a line that expanded and eventually evolved into a second-generation system.

ROLE
Digital Designer

FOCUS
Brand Identity, Packaging, Campaign, Art Direction

TEAM
Internal Creative Team, Photo Studio, Agency Partners

TIMELINE
Brand build 3-4 months; expanded to color line; 2025 redesign