Genesis

Launch and design of visual identity for new Genesis ultra-premium salon quality straightener.

I wanted to sit Genesis in between a professional and consumer range as a high end salon sell-through product. For this I needed to design the finishes of the product as well as the logo, the visual identity and art direct the photoshoot and videoshoot. The photoshoot shows a figure emerging and being born from the darkness. The hair design is medieval in style suggesting a strong, armour-like quality. The marketing was intentionally minimalistic adding to the narrative of mystique that I wanted to inject into the experience to encourage people to talk about the product.