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Case Study
Holiday Design Toolkit
Unwrapping joy for the stylist’s holiday season
The Cosmo Prof creative team faced a two-fold challenge for our holiday creative. Our customer base, licensed professional hair stylists, needed strategies to maximize holiday retail profits despite the overwhelm of the holiday season. And our internal creative team needed to manage the massive holiday project load. We successfully tackled both challenges by creating a flexible and beautiful design system with one concept tying it together: Unwrap Joy.
Design
Cora Woodward
Creative Direction
Derek RobinsonSara HinojosaJaime Murphy
Writing
Parker KennyJon Ruff
Photography
Suzanne PizzoShelby RockElida AlonzoOscar PerezTRG
Unwrap Joy: Holiday Toolkit
I designed the comprehensive "Unwrap Joy" Holiday Design Toolkit, a flexible style guide encompassing color palettes, textures, graphics, and lockups. This system not only streamlined creative production from September to January but also successfully positioned Cosmo Prof as the stylist's essential ally, leading to highly engaging, attention-grabbing creative that drove product stock-up and early holiday retailing. The first part of our holiday campaign was for Holiday Kits in September.
Distinct Events: Holiday Kits
The first part of our holiday campaign was for Holiday Kits in September. Holiday Kits are hair care brands’ holiday specials that are giftable duos, systems, or sample sized kits to try a new product. These served our stylist for stocking their own retail to sell presents to their gift shopping clients, for stylists to gift shop themselves, and an opportunity for stylists to try a new product. You can see the design system at work with base holiday reds and silvers, with Kits being specifically pink, setting the sales event apart. Each sales event had it’s own color differentiating it, with a type lockup and patterns set to the special color.
The first part of our holiday campaign was for Holiday Kits in September. Holiday Kits are hair care brands’ holiday specials that are giftable duos, systems, or sample sized kits to try a new product. These served our stylist for stocking their own retail to sell presents to their gift shopping clients, for stylists to gift shop themselves, and an opportunity for stylists to try a new product. You can see the design system at work with base holiday reds and silvers, with Kits being specifically pink, setting the sales event apart. Each sales event had it’s own color differentiating it, with a type lockup and patterns set to the special color.
Pattern Design
While creating the pattern design, I knew I wanted to make holiday inspired motifs that were also relevant to hair stylists. I created snowflakes from styling shears, curling ribbons from whisps of hair, and plaid from styling shears within diamond shapes.
Art Direction
Taking our design concept of unwrapping joy, I created compositions to art direct product photography. could be piled with gift boxes making the products feel special for the holidays and reminding stylists they need to start shopping early. In addition to shooting with product, we shot isolated gift boxes on gray with gray paper and ribbon to easily edit between different holiday events. This gave us flexibility to mockup last minute product additions or create a background for text when creative needed be to not product or brand specific.
In addition to shooting with product, we shot neutral gray gift boxes for easy editing between different holiday events. This gave us flexibility to mockup last minute product additions and more.
Beyond product photography and gift packages, the Unwrap Joy concept applied to model photography. We captured models with beautifully styled hair and energetic joyful energy, channeling the joy we bring to our stylist customers and their clients.
Designing for the whole season
I designed the system to be entirely scalable between each event, from generic non-sale holiday designs to the end of holiday Year In Review event, and everything in between.
Base Holiday, Non-Sale
Holiday Kits Sale
Black Friday Sale
Cyber Monday Sale
End of Holiday / New Year Sale
Conclusion
The design system successfully supported the holiday creative with the Unwrap Joy concept. The system I created was highly flexible yet easily recognizable and cohesive accross channels.
Other Projects
Case Study
Holiday Design Toolkit
Unwrapping joy for the stylist’s holiday season
The Cosmo Prof creative team faced a two-fold challenge for our holiday creative. Our customer base, licensed professional hair stylists, needed strategies to maximize holiday retail profits despite the overwhelm of the holiday season. And our internal creative team needed to manage the massive holiday project load. We successfully tackled both challenges by creating a flexible and beautiful design system with one concept tying it together: Unwrap Joy.
Design
Cora Woodward
Creative Direction
Derek RobinsonSara HinojosaJaime Murphy
Writing
Parker KennyJon Ruff
Photography
Suzanne PizzoShelby RockElida AlonzoOscar PerezTRG
Unwrap Joy: Holiday Toolkit
I designed the comprehensive "Unwrap Joy" Holiday Design Toolkit, a flexible style guide encompassing color palettes, textures, graphics, and lockups. This system not only streamlined creative production from September to January but also successfully positioned Cosmo Prof as the stylist's essential ally, leading to highly engaging, attention-grabbing creative that drove product stock-up and early holiday retailing. The first part of our holiday campaign was for Holiday Kits in September.
Distinct Holiday Events: Holiday Kits
The first part of our holiday campaign was for Holiday Kits in September. Holiday Kits are hair care brands’ holiday specials that are giftable duos, systems, or sample sized kits to try a new product. These served our stylist for stocking their own retail to sell presents to their gift shopping clients, for stylists to gift shop themselves, and an opportunity for stylists to try a new product. You can see the design system at work with base holiday reds and silvers, with Kits being specifically pink, setting the sales event apart. Each sales event had it’s own color differentiating it, with a type lockup and patterns set to the special color.
The first part of our holiday campaign was for Holiday Kits in September. Holiday Kits are hair care brands’ holiday specials that are giftable duos, systems, or sample sized kits to try a new product. These served our stylist for stocking their own retail to sell presents to their gift shopping clients, for stylists to gift shop themselves, and an opportunity for stylists to try a new product. You can see the design system at work with base holiday reds and silvers, with Kits being specifically pink, setting the sales event apart. Each sales event had it’s own color differentiating it, with a type lockup and patterns set to the special color.
Pattern Design
While creating the pattern design, I knew I wanted to make holiday inspired motifs that were also relevant to hair stylists. I created snowflakes from styling shears, curling ribbons from whisps of hair, and plaid from styling shears within diamond shapes.
Art Direction
Taking our design concept of unwrapping joy, I created compositions to art direct product photography. could be piled with gift boxes making the products feel special for the holidays and reminding stylists they need to start shopping early. In addition to shooting with product, we shot isolated gift boxes on gray with gray paper and ribbon to easily edit between different holiday events. This gave us flexibility to mockup last minute product additions or create a background for text when creative needed be to not product or brand specific.
In addition to shooting with product, we shot neutral gray gift boxes for easy editing between different holiday events. This gave us flexibility to mockup last minute product additions and more.
Beyond product photography and gift packages, the Unwrap Joy concept applied to model photography. We captured models with beautifully styled hair and energetic joyful energy, channeling the joy we bring to our stylist customers and their clients.
Designing for the whole season
I designed the system to be entirely scalable between each event, from generic non-sale holiday designs to the end of holiday Year In Review event, and everything in between.
Base Holiday, Non-Sale
Holiday Kits Sale
Black Friday Sale
Cyber Monday Sale
End of Holiday / New Year Sale
Conclusion
The design system successfully supported the holiday creative with the Unwrap Joy concept. The system I created was highly flexible yet easily recognizable and cohesive accross channels.
Other Projects
Case Study
Holiday Design Toolkit
Unwrapping joy for the stylist’s holiday season
The Cosmo Prof creative team faced a two-fold challenge for our holiday creative. Our customer base, licensed professional hair stylists, needed strategies to maximize holiday retail profits despite the overwhelm of the holiday season. And our internal creative team needed to manage the massive holiday project load. We successfully tackled both challenges by creating a flexible and beautiful design system with one concept tying it together: Unwrap Joy.
Design
Cora Woodward
Writing
Parker KennyJon Ruff
Creative Direction
Derek RobinsonSara HinojosaJaime Murphy
Photography
Suzanne PizzoShelby RockElida AlonzoOscar PerezTRG
Unwrap Joy: Holiday Toolkit
I designed a comprehensive Holiday Design Toolkit with an overarching concept, "Unwrap Joy." The flexible style guide encompassed color palettes, textures, graphics, lockups, and art direction. This system not only streamlined creative production from September to January but also successfully positioned Cosmo Prof as the stylist's essential ally, leading to highly engaging, attention-grabbing creative that drove product stock-up and early holiday retailing.
Distinct Holiday Events: Holiday Kits
The first part of our holiday campaign was for Holiday Kits in September. Holiday Kits are hair care brands’ holiday specials that are giftable duos, systems, or sample sized kits to try a new product. These served our stylist for stocking their own retail to sell presents to their gift shopping clients, for stylists to gift shop themselves, and an opportunity for stylists to try a new product.
You can see the design system at work with core holiday reds and metallics, with pink being key color for Holiday Kits. Each sales event has it’s own color differentiating it, keeping the holidays fresh within the 5 month campaign. In addition to key colors, type lockups, patterns, and textures bring the designs to life.
Pattern Design
While creating the pattern design, I knew I wanted to make holiday inspired motifs that were also relevant to hair stylists. I created snowflakes from styling shears, curling ribbons from whisps of hair, and plaid from styling shears within diamond shapes.
Art Direction
Taking our design concept of unwrapping joy, I created compositions to art direct product photography. Products could be piled with gift boxes making the products feel special for the holidays and reminding stylists they need to start shopping early.
In addition to shooting with product, we shot neutral gray gift boxes for easy editing between different holiday events. This gave us flexibility to mockup last minute product additions and more.
Beyond product photography and gift packages, the Unwrap Joy concept applied to model photography. We captured models with beautifully styled hair and energetic joyful energy, channeling the joy we bring to our stylist customers and their clients.
Designing for the whole season
I designed the system to be entirely scalable between each event, from generic non-sale holiday designs to the end of holiday Year In Review event, and everything in between.
Base Holiday, Non-Sale
Holiday Kits Sale
Black Friday Sale
Cyber Monday Sale
End of Holiday / New Year Sale
Conclusion
The design system successfully supported the holiday creative with the Unwrap Joy concept. The system I created was highly flexible yet easily recognizable and cohesive across channels. The creative team collectively felt the relief of having a usable and beautiful design tool kit for the heavy holiday workload. The toolkit was truly the gift that kept giving for our team and the assets we created to bring joy to our stylist customer base as well.
Other Projects