When a luxury brand loses relevance, how do you 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 back to its original roots of science driven results.
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.