dpHue

dpHUE is a haircare brand that focuses on enhancing the health and treatment of colored hair. Producing creative for this brand represented a unique challenge for a number of reasons. First, the haircare category is extremely congested and fragmented - there are countless brands, sub-categories, and price points. Secondly, communicating dpHUE’s product values and benefits requires education but attention spans on social are short. Managing a small team of designers and copywriters, I was able to overcome these obstacles and cut through the noise by incorporating structured testing of a variety of creative concepts. Over time we found that assets incorporating press and before/after demonstrations delivered best against our campaign objectives. Below are a few examples of winning creative.

Project Roles

Graphic Designer, Art Director

Company

dpHUE

Programs

Adobe InDesign, Photoshop, After Effects, Art Direction, Paid Media Strategy