John Paul Mitchell Systems
A longstanding wellknown brand name within the beauty and haircare industry, John Paul Mitchell Systems was undergoing a company-wide restage with the goal to modernize and elevate the brand, packaging, and photography. As an Art Director at JPMS, I led and participated in many projects to support this transition.
skills
Art Direction
Web Design
Packaging Design
Illustration
Brand Identity
web design
Challenge
Create a consumer facing website that acted as a digital product guide and in-salon premium service incentivization tool. The website needed to include all 9 subbrands within the JPMS umbrella along with over 100 products, and thus needed to be structured in a way that was highly organized, interactive, and simple to use. Additionally, each subbrand’s section of the site had to be individually designed to match its brand design, while still feeling cohesive as a whole.
Goal
To drive in-salon sales and increase customer product knowledge.
Execution
Using Squarespace, plugins and CSS code, I formulated a layout that divided the site the individual subbrands, allowing their unique branding to come through, and created an overarching design and navigation that matched the Paul Mitchell aesthetic. To limit overcrowding the pages and encourage interactivity, I designed a hover feature over each product that allowed users to quickly review information as needed with ease and limited clicks. Lastly, I included how-to videos and relevant social media posts across the site to increase brand trust.
Paul Mitchell Awapuhi Wild Ginger
Paul Mitchell Tea Tree
HOliday Packaging
Featured and sold in US JCPenney stores and online, this packaging set of 3 was created for the Spring Holiday collection. Each design merges the playful JCPenney aesthetic, blossoming florals and soft pastels of spring, and the unique product ingredients of the JPMS brand – including 1) tea tree and eucalyptus, 2) awapuhi, melon and cucumber, and 3) citrus and sunflower. This design collection was selected as the winning design across multiple options provided by several designers company-wide.
This set of designs was created for JCPenney Winter Holiday. The objective was to create a design that felt festive and alluded to the holiday spirit. I created 5 designs for 2 separate brands within JPMS.
In order to fully explore this prompt, I provided many alternate designs for this Winter Holiday project. Here are some of the additional options I created. Each pair represents a unified design for 2 separate brands – Paul Mitchell and Tea Tree – both under the John Paul Mitchell Systems umbrella.
