Naming, campaign, packaging copy, social, the whole enchi-ooh-la-la. It’s rare when you get to bring a brand-new baby brand into the world, give it a name, shape its personality and then set it free to watch the internet go absolutely nanners for the thing. It’s a part of the job I really adore and I got to do just that with Gussi—a first and only of its kind at-home keratin treatment. It was a dream project, with a dream team and I’m just so happy to see her shine (you know, sort of like your hair after your first treatment).
Agency: Minnow
Design: Sean Cooley
Photography: Pegboard