the brief
Create a fresh visual direction for Holiday ‘25 with a bold, festive look and feel that could stretch across the entire season. Develop a one-day photoshoot and full creative system inspired by a glamorous, paparazzi-style holiday night out, complete with flashy lighting, disco textures, and high-impact hair moments.
challenges
Produce all photography and campaign content within a tight shoot schedule and limited budget that could support digital, social, ads, retail, and more throughout the season. Build imagery and assets that felt elevated, festive, and full of energy, while not straying from our brand.
my role
Art Direction • Design
Collaborators: VP Creative, Art Director, Design Team
HOLIDAY '25
the process
the style guide
Our design team split into two groups to build out two complete design directions, each with its own art direction, photography concepts, and design elements. We explored how both directions would translate across email, web, in store, and social to ensure they could flex throughout the season, and support each channel of the business effectively.
Once the final direction was selected, we developed a full style guide that covered typography, design elements, color, and art direction. With limited time, we planned and executed a focused shoot that delivered a wide range of imagery in just half a day. We created a strong asset library that carried freshness and energy across the entire holiday season.
where it showed up
how it performed
Email​
Website​
Paid Social Ads​
Organic Social​
Hair Color Bar Locations
The refreshed holiday homepage drove an 18% lift in new customer conversion compared to our standard experience. Black Friday email support delivered outsized impact, generating $216.7K in revenue and driving 60% more traffic and sales year over year.
