Press Kits

Press Kits are an essential component of eSalon’s business. They show media outlets and other distinguished readers the brand’s aesthetics, accomplishments, and ethos. My task was to make sure these translated into three separate brands, increasing the reach and influence in the marketplace.

Each kit used a unique grid system to organize brand-specific information. The final versions also contained links, so the viewer can easily research deeper if desired. They were also localized for our international markets, making them accessible across multiple languages.

Copy Style Guides

In order to maintain brand guidelines, it was important to create Copy Style Guides that would be used cross functionally at the internal level. These are not just important for design and copy, but for any customer-facing team member, as each brand’s character needs to be carried throughout.

Direct Mailers

The direct mailers were created as a way to reach out to new customers and hone in on customer  retention. This campaign was created with two types of mailers—a trifold and postcard per brand. The project stretched across multiple departments, and became a truly collaborative effort. My task was to make sure all content was easily digestible for the clientele, while maintaining efficient visual hierarchy and distinct branding.

Shipper Inserts

A key component of the eSalon customer experience is opening the shipper containing the product.  In order to enhance this experience, inserts were created to promote offerings, campaigns, and the like. Some of these inserts were static, some had data matrix codes that could be used for internal tracking, and others needed to be fully dynamic depending on locale or customer preference. Each of these brands offers a custom experience for hair color and hair care, so it was important that the inserts could parallel that same level of customization.