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You’ve got five months to finalize design, to build and get 42 stores ready to open. Go! And there was more; deadline challenged product introductions and ad campaigns; strategic positionings for upcoming product innovation; holiday package design; Aveda’s international distributor’s meeting; a global roll-out; collateral for salons, stores, and the Aveda Institute (the brand’s hair stylist school), and, and… And we hit the ground running, leading every facet of this iconic brand’s global creative.

The Aveda story worthy of sharing isn’t about delivering this and that.  Nor is about meeting deadlines or facilitating the integration of a large, once privately owned, entrepreneur’s business in to a publicly traded Fortune 500 company’s creative processes, though we did it all as their out-sourced brand agency.  Our story is about the importance of recognizing the awesome responsibility that comes with handling a brand steeped in its heritage, rich in equities and assets, and mindfully shepherding it through complex, multi-dimensional business facets and factions. 

“Our mission at Aveda is to care for the world we live in…” Aveda’s purpose-driven beliefs extend beyond products.  This brand walks its talk with the expertise of environmentalists, botanists, Ayurvedic masters, olfactory specialists and more in their mix.  We considered the brand’s brain-trust with equal importance as its products, across every expression executed, and in every medium. The environmental impact of building materials, packaging materials, ingredients, etc. all mattered, and how to best inform the consumer on such concerns was top of mind.  If any changes were to be made, big or small, they were done so only after a great deal of consideration, never putting Aveda’s heritage in question.

You have to sweat the small stuff.  In a kosher kitchen, meat is not mixed with dairy.  Likewise, when a brand and its following has a common belief system founded on wellbeing and pure flower and plant essences, and the parent company that acquired said brand has built a large portion of its global business using–synthetic perfumes, the very antithesis, you have to ensure there is no appearance of ‘contamination’.  Any changes visually, in ingredient messaging, packaging, etc., has to fall in line with the brand’s history. If we suddenly remove something familiar, treat the Aveda logo differently in an ad, on a bottle or a box, even if it looks better, a tried-and-true Aveda consumer may think a legacy product like Rosemary Mint shampoo smells different, or was altered. Our ‘purist‘ approach was methodical, measured and focused on reaffirming the brand’s mission and vision so as to further strengthen the consumer bond.

Out-Sourced Branding Agency-of-Record/Creative Director.
-led, hired, managed, supervised all creative teams, visual merchandising, consultants, production.
-led all branding, design, and advertising.
-ideation, hiring, management, supervision of store-design teams.
-led store design team charged with the redesign of Aveda Institute NYC.
-supervised interior design teams for Aveda stores.
-led team for ideation, creation for all assets for new product launches strategies and package design.
-ideated, created all assets for PR and events.
-created all collateral assets for Aveda Congress and distributor meetings.
-Aveda Magazine concept, design.