Sally Beauty Rebrand
A brand repositioning is a pivotal moment; equally thrilling and crucial to a brand’s success. I had the privilege of consulting on the overarching style guide and leading the amplification of photography, video, color, and graphic layouts, while also advising on new store design and marketing direction. Following the opening of 14 re-envisioned stores, the brand welcomed over 4 million new customers, achieved 92 million+ store visits, and generated over 43 billion brand impressions in FY’25.
Brand Positioning
The challenge was to develop a cohesive visual style that customers could instantly recognize as the Sally brand, even without a logo, in addition to a communication framework, creating a signature Sally aesthetic guiding various audience segments through the full funnel. Below are a few slides of photography direction.
National performance marketing
Cross-category creative aligned to refreshed omnichannel themes enabled broader audience reach while delivering hyper-relevant messaging for bottom-funnel customers across Paid Search and Performance Max. The campaign ran 12 distinct video narratives in 6, 15, and 30 second lengths across three formats, driving strong performance on YouTube as well as CTV broadcast.
Localized paid media
By sourcing local production crews specializing in environmental photography, I led paid video development that became the standard template for all national store redesigns. Emphasizing localization, we created editable maps and leveraged AI tools to adapt voiceovers for different markets. We also designed a localized CRM customer journey for every new store.
For online storefront optimization (local SEO), we elevated photography for all locations, implemented 360° virtual tours, and encouraged customer reviews, resulting in measurable lifts across key actions, including calls, direction clicks, website visits, and average ratings.
Visual amplification
To elevate brand resonance across all customer touchpoints, I revamped photoshoot execution, delivering over $500,000 in savings through process optimization of the annual campaign shoots. I implemented a three-tier budget strategy, ultimately consolidating six annual shoots into two large-scale, multi-day productions, supplemented by monthly internal product-only shoots, maintaining both the quality and quantity of evergreen content.
Scaleable templates
Multiple layout styles and user guides were finessed with templating built for each channel, including Figma [site, CRM], Adobe InDesign [print signage], Canva [short-form social video], and even Microsoft Power Point [strategy decks].