Sally Beauty wanted to launch a new brand to serve as a steward for their Clean initiative, initially focused on hair care and later expanding into ammonia-free, vegan, and cruelty-free hair color. A small team of designers was tasked with concepting and building initial mocks and moodboards, with my concept ultimately selected for development.

I developed the brand from concept through execution, including packaging, digital assets, and the initial brand identity. The goal was to create a cohesive, visually compelling brand that reflected the Clean initiative while appealing to consumers across product, digital, and marketing touchpoints.

I mapped out all touchpoints, from product mockups and composition to digital assets, and coordinated closely with the Photo Studio to plan product and prop photography. I selected model photography to pair with the initial design and created moodboards, packaging layouts, and digital templates. I ensured the design system aligned with the brand’s values of natural, sustainable ingredients, cruelty-free formulation, and 100% gray coverage, while highlighting the five botanical-based color series.

The work established the foundation for Inspired by Nature by Ion, starting with hair care and expanding into color, including a cohesive brand identity, sustainable packaging, and integrated digital assets. It set the stage for the brand’s 2025 redesign and provided a scalable framework for future product lines, marketing campaigns, and cross-channel activations.