Brand · Campaign · Ecommerce
A curly hair brand, built from the inside out
Campaign film · Cellie's Curls
Strategy, identity, packaging, full-service shoot management and an always-on content engine.
Cellie's Curls / 25
Scope
- Art & creative direction
- Brand strategy & positioning
- Identity system
- Packaging suite
- Campaign imagery
- Product photography
- Ecommerce imagery
- Social media content
- Video
Cellie's Curls is a curly hair brand offering a curated edit of hair and lifestyle accessories. Pre-launch, I developed the brand, brand strategy, product packaging and promotional imagery — then built a comprehensive system from there: a bespoke ecommerce solution, seasonal campaign management, product ideation and content creation that keeps running. The campaign work is full-service shoot management: initial campaign concept, location and model scouting, art direction, styling, photography and editing for both the male and female product lines.
Cellie's Curls — Brand · Campaign · Ecommerce
01
Context
Cellie's Curls is a curly hair brand offering a curated edit of curly, kinky, coily and wavy hair extensions, hair and lifestyle accessories. I began working with the brand before its official launch, at the point where the business existed as a proposition rather than a brand.
Context — Cellie's Curls
02
From concept to a complete brand system
From the initial concept I worked closely with Cellie's Curls to build a comprehensive brand system: naming, brand strategy, branding and logo development, product packaging, stationery and promotional imagery — through to coding a bespoke ecommerce solution.
The logo has been developed since launch; the original mark and the current one are shown here together, because the brand's evolution is part of the work.
Scope
- Naming and brand development
- Brand strategy and identity
- Packaging and stationery
- Website design and build
- Campaign photography and product development
- Digital assets, retouching and motion
From concept to a complete brand system — Cellie's Curls
03
Full-service shoot management, both product lines
Seasonal campaigns are handled end to end: initial campaign concept, location and model scouting, art direction, styling, photography and editing, across both the male and female product lines.
The aim on set is to capture natural visuals that convey the aspirational lifestyle of the customer while keeping the product genuinely in focus — lifestyle imagery that still sells an extension set.
Full-service shoot management, both product lines — Cellie's Curls
04
An ongoing content engine
The relationship continues season by season: a range of assets that align across digital platforms, including newsletters, video, GIFs, social posts, ecommerce photography and campaign imagery, plus continued product ideation and content creation.
The tutorial film shown here belongs to that same system — education content shot to campaign standard so it can live alongside the campaign rather than beneath it.
An ongoing content engine — Cellie's Curls
Further work — Cellie's Curls
Brand development, ecommerce build, campaign direction and content produced with the Cellie's Curls founding team.
Moving image
Cellie's Curls
Strategy, identity, packaging, full-service shoot management and an always-on content engine.
Moving image · Cellie's Curls
Moving image
Cellie's Curls
Strategy, identity, packaging, full-service shoot management and an always-on content engine.
Tutorial film · Silky Curls
Moving image
Cellie's Curls
Strategy, identity, packaging, full-service shoot management and an always-on content engine.
Campaign film · Cellie's Curls SS21
Moving image
Cellie's Curls
Strategy, identity, packaging, full-service shoot management and an always-on content engine.
Behind the scenes · Cellie's Curls
The outcome
- 01A complete brand world ready to ship at launch.
- 02A campaign film, a tutorial film and a full ecommerce imagery library from the same direction.
- 03An imagery library and template set the founder can scale without rebriefing.
Next project
Overdue Magazine
A fashion editorial shot for Overdue Magazine, published as stills and film.
