Create a series of model imagery for Paul Mitchell that would inspire and engage hairstylists and consumers. Founded in 1980, Paul Mitchell is the most recognized name in the professional hair care. This was an opportunity to create a new look and feel for the brand that is modern, youthful, and relevant.

Several months were spent researching competitive brand imagery in the hair care space to see what was in the marketplace and how we could differentiate our brand. Once the art direction was determined, we began looking at photographers who are at the top of their game in the hair category, which is very specific.

The casting process was very rigorous in order to find a diverse range of models who represented our customers on a global level. Next we created storyboards for each hairstyle, each representing a different category of hair care products. These categories included Curls, Blonde, Color Care, Smooth, Dry Shampoo, Volume, Moisture, and Clarifying.

Photography and lighting bring extreme focus on the shine and natural movement of the hair, which conveys a sense of authority, luxury, and beauty. Wardrobe and Makeup were kept very natural and minimal, with a neutral color palette so that the focus remains on the hair.

The new brand images were fully embraced by Paul Mitchell and are used globally throughout the company on everything from posters and print collateral to style kits, trade ads and online.