Sally Beauty
& Cosmo Prof
Digital Transformation, Creative Direction & Visual Design.
While at Sally Beauty & Cosmo Prof I had the pleasure of leading the digital creative team, overseeing writers, designers, proofing, and the photo studio with the goal to elevate Sally Beauty’s digital presence. Developed new design systems, redefined product photography, and created content across web, social, and ad channels to drive engagement and consistency.
Explore —
Cosmo Prof.
Digital creative direction, visual & product design.
At Cosmo Prof, I led a complete digital rebrand, redefining the brand’s online presence from the ground up. This included image and copy direction, a refreshed graphic system, and a fully reimagined website experience. Every element, from product photography to the digital experience was updated to create a more cohesive, and engaging brand identity. The result was a modern digital design and functional platform that better connected with the professional beauty audience. Below you'll see examples of that work and how it came together.
— Featured Project —
Brand Imagery Concept & Direction
Digital Concepts & Direction
Product & visual design.
Objective Make product exploration easier while incorporating new visual and textual elements into the creative. Solution Collaborated with marketing and site merchandising teams. Developed and implemented new storytelling concepts. Created interactive methods to help sell from editorial stories. Explore Below Examples of the integrated photography, copy, and graphic direction within the digital design system.
Shop the Image Experience Created an engaging interactive feature allowing users to shop directly from editorial images or video.
Tabbed Dynamic Shoppable Category Feed Developed a tabbed, dynamic feed for browsing and purchasing categories seamlessly (images below).
Category product feed Developed a dynamic product feed using a featured imaged for inspiration to each category.
Email Marketing
Brand & product
design.
Marketing email examples featuring a mix of editorial shots, product photography, how-to content, and store events, showcasing a vibrant range of hair color and beauty products. Created templates that ensured consistent structure as well as the creative execution week to week, delivering cohesive and engaging content.
— Featured Project —
'You by Sally' National Campaign
Brand Campaign.
Digital experience concept, visual & product design.
Objective Promote hair coloring as an enjoyable form of self-expression. Solution Designed a full landing page and bio pages for influencers. Created launch emails and social media posts. Developed store signage with expressive imagery. Utilized a bright color palette and creative hair dye swatches to showcase product SKUs in a unique way. Explore Examples of the landing page, influencer bios, emails, social media posts, and store signage.
In 2020, the world changed,
and so did you.
You discovered the Joy of expanding your boundaries. You turned your brown hair blue, started embracing natural hair. Even the guys and grandma joined in on the fun.
EXPRESS. EXPLORE. EMBRACE. YOUR (PRO)TENTIAL IS UNLIMITED.
The You By Sally Cast
They’re sharing the power of self-expression & the confidence to show your true colors.
#IAmMyHair
The power is already in you – how to express yourself is yours to own.
Join the You By Sally Challenge.
You discovered the Joy of expanding your boundaries. You turned your brown hair blue, started embracing natural hair. Even the guys and grandma joined in on the fun.
Continue your journey with us and celebrate the hair you have.
Need help with a project? Want to learn more?
Please reach out!
reckonhousestaples@gmail.com
214.697.4578
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