Sleek Hair is a renowned hair extensions brand within the hair industry with an international presence. They have experienced countless successes over the years and with that came the solidity of a loyal customer base (trade clients included).
As the company’s vision evolved, one of their key goals for the future was to attract a younger audience and update its visual appeal to reflect this.
I was awarded the opportunity to inject new life into the brand’s visual identity starting with their print advertising. The main rules I had to abide by were: (1) the brand’s logo could not change and; (2) the final images should reflect a modern, fashion-forward approach but the main focus should be the product.
Immediately, I got to work analysing their current print adverts…
Sleek Afro Hair Advert [Old]
Sleek European Hair Advert [Old]
At first glance, the adverts appeared cluttered with information and lacked a clear visual journey. The model imagery was also dated and did not speak of the sheer quality of the product that Sleek’s [younger] customers would soon come to appreciate.
Following on from this, my first order of business was to steer the photographic direction to show exactly what the product could produce, evoking a ‘transformative feeling’ that Sleek Hair would provide them. This meant fresh faces with regards to the models and a collaboration with renowned hair stylist, Craig Chapman for modern hairstyles.
I would later come to suggest the strapline “The Great Feeling of Sleek Hair“. This would tie in the demonstrative imagery and the brand’s transformed new look.
My second and final order was to achieve a layout that was clean and minimal. The final design would be image-focused whilst still maintaining its commercial purpose.
The new design was proven a winner to the Sleek Hair senior team who immediately approved the creative for future print advertising campaigns!