A key component of the Paul Mitchell Schools rebrand was new model imagery. The goal of the rebrand was to unify the Paul Mitchell Schools with Paul Mitchell, but to a younger demographic. This created an incredible opportunity to create a new library of images to excite, inspire, and motivate potential Future Professionals to enroll at a Paul Mitchell School to learn from the most respected leader in the professional hair care industry.
An in-depth research process was conducted, which involved competitve analysis of competing beauty schools and art/design schools, visits to Paul Mitchell Schools, focus groups with existing Future Professionals, and collaboration with the Paul Mitchell Schools team. Images were brightly lit and shot on white for high impact. Personality and energy of the models on set was essential to convey the fun, inspiring, nature of the Schools. Wardrobe is stylish and trendy—not too sophisticated or elevated—with a color palette of black and white (based on Paul Mitchell product packaging) using brand colors as accents. Hair is the focal point with young, creative styles. Future Professionals from Paul Mitchell Schools were brought in to assist the hair team on set, and two Future Professionals were cast as models to fully integrate our target audience into the shoot.
The end result is a new library of on-trend model images that are used across all platforms. The new photography has generated a lot of excitement throughout the entire Paul Mitchell Schools system.