When a luxury brand loses relevance, what does it take to win it back? I led a full visual reinvention of Living Proof, uniting in house teams, agency partners, and production to deliver a cohesive end to end brand experience across the entire haircare line.
Once an industry disruptor, Living Proof’s visibility and cultural relevance declined following the end of its partnership with Jennifer Aniston and rising competition. The work repositioned the brand for a new era and a new consumer.
Role: Creative Director
Scope: Brand identity, ecommerce, video, packaging, social, digital
Clean and direct
We shifted the brand away from celebrity driven storytelling and back to its scientific roots, introducing a simpler, more confident visual system that let performance and innovation lead.