Arctic Fox Pastel Hour Collection

Date: September 9, 2024

Author: mandee

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Arctic Fox Pastel Hour Collection

Arctic Fox Pastel Hour Collection

The brand new Arctic Fox collection consists of four pastel semi-permanent hair colors, three completely new shades and one you know and love. These sweet hues are an absolute dream to stare at and play with. Take a bite into Cotton Candy Dreams, a highly sought after light blue, the most coveted color this year peach in Peach Prosecco, the softest green in Pistachio Macaron, and our beloved baby pink in Frosé.

CLIENT Arctic Fox Hair Color

ROLE Creative Direction, Retouching, Email Design, Paid Social, Organic Social, Website, Print, Packaging

COLLABORATORS Ali Mitton and The Gold Horse

Creative Direction

This campaign finds a balance between the Euphoria-type of party girl and the emerging coquette trend. She’s sweet on the outside and a little sour on the inside.

Retouching

This campaign was shot by Ali Mitton and retouching completed by me.

Click the below thumbnails to view the full images.

Packaging

For the US packaging, I took the current black bottle packaging and transformed it into a collection of bottles that would stand out, but also tie back to our current brand.

For the EU certified packaging, we used the same colorways as the US packaging and applied it to the new swirl box packaging.

ArcticFox_Ecom_Cotton Candy Dreams_front_swatch

ArcticFox_Ecom_Peach Prosecco_front_swatch

ArcticFox_Ecom_Pistachio Macaron_front_swatch

Email

Organic Social

Arctic Fox’s organic social channels are imperative to our campaign’s success. The campaign launch post outperformed the previous product launch campaign launch post by +300% in engagement.

Continuous Carousel Post

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Paid Social

Mailer

PR Box Concept

Arctic Fox Packaging Redesign

Date: September 5, 2024

Author: mandee

Category:

Comments: 0

Arctic Fox Packaging Redesign

Arctic Fox Hair Color is a vegan and cruelty-free hair dye brand known for its vibrant, semi-permanent colors. With a wide range of shades from pastel pastels to bold neons, Arctic Fox offers endless possibilities for self-expression.

Packaging was redesigned to increase Arctic Fox’s brand awareness, better highlight the vibrancy of the core line of semi-permanent hair color, and stand out amongst growing number of competitors.

CLIENT Arctic Fox Hair Color

ROLE Creative Direction, Packaging

Redesign Goals

Increase brand awareness by updating packaging to be cohesive across all product lines.
Highlight the vibrant colors of the semi-permanent hair color line, which is the core of the brand.
Stand out amongst growing number of competitors.
Ensure designs were both US and EU compliant.
Use packaging materials that were easier to properly recyclable.
Choose packaging materials that increase customers’ ability to remove all of the product.

Original vs Redesign

Competitor Analysis

Cohesive Design Elements

Two-Color Swirl

This pattern is used on all updated and new packaging for Arctic Fox. The swirl pattern is an abstract representation of flowing hair.

Each color is assigned a primary and secondary color that coordinates with the final result of the dye on platinum hair.

We also have the freedom to update the pattern for limited edition products, special collections, or licensed products.

Holographic Foil

We added a shiny, holographic foil element to catch the eye and tie back to the packaging of Arctic Fox’s sister brand Foxology Nails.

Singular Typeface

Nearly every product in the line used multiple typefaces per product. There was no singular unifying brand typeface, which made it difficult to visually connect the products.

To solve this issue Poppins was chosen as the brand typeface and all products use this singular typeface to reinforce brand awareness, especially across multiple retail touch points.

The multiple typefaces used previously were attempting create necessary hierarchy on the packaging, but was messy and hard to read. Hierarchy on the updated designs is created with font sizes and weights, visually simplifying the packaging and making it easier for customers to read and digest important information.

Extended Product Line

After completing our core product line of semi-permanent hair color, our priority is to continue redesigning current products. We are also using these as a guide to complete any new products that are developed.

Arctic Fox Space Cowgirl

Date: September 5, 2024

Author: mandee

Category:

Comments: 0

Arctic Fox Space Cowgirl

YEEHAWT Fox Babes! Grab your saddles, spaceships and coloring tools because this bright, bold shade is truly out of this world Space Cowgirl is an electric green with leafy undertones ready to send you straight for a sensory slime experience.

CLIENT Arctic Fox Hair Color

ROLE Art Direction, Email Design, Paid Social, Organic Social, Print, Animation

Art Direction

Space Cowgirl combines a space inspired neon green with classic cowgirl elements. The mood board below was provided and used and inspiration for building out the rest of the campaign.

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Email

GIFs

Paid Social

Mailer

Derby Dolls X Rebrand

Date: August 10, 2024

Author: mandee

Category:

Comments: 0

Derby Dolls X Rebrand

Derby Dolls X Rebrand

Founded in 2003, the Derby Dolls were born into a world of DIY, punk rock, and tongue in cheek feminism. Over the past 16 years they have grown into Southern California’s premiere banked track organization and a staple in the city of Los Angeles.

As the league has grown over the years, they have constantly reevaluated where their values line up with the growing changes in our roller derby and local communities. After years of discussion we have decided it is time to update the name of our All Star team, in order to meet the needs of and grow within the community. As the league grows and changes, they wanted a name that represents the current generation of skaters at the highest level.

I was a part of the committee that ideated several options for new names and the sole designer that developed the name ideas into fully realized team branding.

CLIENT Los Angeles Derby Dolls

ROLE Creative Direction, Branding

Concept

This concept ties back to the legacy and history of the Derby Dolls’ punk rock, DIY roots.

These skaters cannot be defined, they reject any notion of who you think they are. Each skater on this team possesses an X factor that together creates an unstoppable force of innovation which carries the legacy of the Derby Dolls ever higher.

Always pressing the envelope, setting the bar and smashing expectations, unable to be ignored or imitated stands Derby Dolls X. Achieving the highest level of competition is only possible when you have the X factor. It pushes your limits, tests your strength, forces greatness and never stops innovating. These skaters are ready to join the legacy of greatness that is Derby Dolls’ highest level of competition

Rejected Concepts

Los Angeles Derby Dolls is a roller derby league that is entirely maintained and operated by its’ skaters. Because this was such a big decision, we wanted other members in the league to feel like they had a final choice in which branding concept we moved forward with. We presented these other two options that were ultimately rejected by the league.

Ursa Majors

The Ursa Major constellation is a group of stars that is used as a navigational pointer to the North Star.

The proven excellence of the Derby Dolls in the banked track community is represented by the North Star icon as the brightest star and fixed point within the constellation group.

The logo combines subtle references to California with the California bear imagery,
as well as the iconic Los Angeles Griffith Observatory landmark.

The color palette ties back to the original full color Ri-Ettes logo using primarily black and silver with accents of gold.

All Stars

This concept is inspired by the Art Deco style and is a reference to Los Angeles’ rich history of Art Deco architecture.

The Art Deco Style grew from a need to celebrate technological advancement and social progress.

Its streamlined designs emphasized speed, power, and progress—all traits that celebrate the athleticism and strategic innovation of the Derby Dolls All Star team.