Aveda International matches international clients to the best stylists who know their particular hair types and hair style trends of each different countries. New brand identity and its digital marketing strategy reaches directly to the needs of their potential clients from all parts of the world. Its new digital tactic: My Story helps share personal stories in the U.S. between the stylists and their international clients.
The idea came from my personal experience. I'm from South Korea. I came to the U.S. to study advertising and graphic design. I really love to groom myself. I always care of my hair style. However, it was difficult to find some appropriate hair services for my specific hair style preferences. I like to share some ideas about diverse hair services through this project. I wish this brings the awareness of this little big issue to the community.
Issue | Diverse Hair Texture Across International Clients
There are many ethnicities in the U.S. It means they have all different hair textures. However, they have very few options in the hair salon. I would like to help people by bringing the solution through Aveda International.
Demand | Aveda is No.7 in Digital Market
Aveda's current brand recognition in digital is no.7 among top 10 hair care brands. Aveda has huge market power in the hair care industry. However, they still need to improve their brand image in the digital market to increase potential clients to appeal to millennials and international users.
Digital platform & International clients | Catching Two Birds with One Stone
Aveda's new brand strategy combined with the international theme and digital tactics by focusing on their potential clients around the world and the emotional communication in digital platform. This project will meets the needs of international clients and the brand recognition in digital market.
Design Process & Key Features
Issue & Demand / Idea Development / Inspiration Board, Competitors Analysis & Sketching Out Concept / Core Ideas / Branding, Wire Frames & User Interface Design / Development & Prototyping / Goal
• Recommending professional and proper stylists and colorists to international clients
• My Story to create a personal connection between the stylists and international clients
• Navigation and set up a schedule
• Offering Translation and two different languages: user's first language and English
• 360° virtual view of portraits and diverse hair styles on digital lookbook
A diverse set of hair type to represent the specific needs of our international clients.
Website | More Than Words. Imagery Elements Transcend Texts.
Aesthetic photography, the combination of basic structures base grid system, clear messages start to come to life with warm, emotional, and friendly tones for international target audiences. New website also has the 360° view of hair models.
The series of posters have each different message reaching to the target audiences from different parts of the world. Pastel tones of various colors represent diversity of Aveda International.
Choose Your Hair Type | Mobile App
Many International clients who are not fluent in English, struggle to communicate with their stylists, These minimal icons and intuitive layouts are a good way to indicate where to go for the next screen. Depending on clients' own hair types and the service they selected, Aveda's recommended stylists show up on the screen to offer accurate and appropriate services to the clients.
My Story | Emotional Connections in a Digital Era
Once the users select the hair stylist they prefer, My Story will appear on the screen. Users can read their stylist's story connecting them with what the stylist has conquered and accomplished in the U.S. Users will be touched in this emotional moment through their stylists' story. This gives them and their stylists a strong and emotional connection.
Set Up A New Schedule
Users can find where their stylist is located, and easily make the reservation.
My Story | Hair Model
All hair models come from different parts of the world. On digital lookbook, it has the models' own stories to share. My Story is a good way to keep up with the customers and share their special moments. It also has the feature of translation, 2 different languages, English and their first language were plugged in depending on their preferences.
Lookbook | 360° Virtual View
Virtual view creates the experience of a full-screen 360 degree portraits of the Aveda International’s unique hair lookbook collection. Users can select their favorite style, and then set up a schedule directly from the virtual view screen.
Our lookbook shows diverse hair models from different countries, and it shares their personal stories in the US with two different language, such as their first languages and English. Cosmetic products guide to beautiful and unique brand identity of Aveda International. Its subtle and timeless design strengthens our brand image to satisfy international clients and digital strategy.
Joo Young Joung
Joo Young Joung & Esther Jung
Jiyun Song, Jason Shin, Liu Xiao Chang, Erika Strohecker,
Ashleigh May Harvey, Cheian Leonce, Thu Thuy Nguyen, Gina Kwon
Thanks for Looking!