Savannah Walker

L'OREAL X SCAD

 

 

 

 

Outcome

 

During the 10-weeks, our team researched the landscape of hair-care, influencers, and the professional/consumer relationship; through that, we recognized Redken needed to change the way they communicated through their content and platforms. Our team pitched two campaigns to Redken that included influencer recommendations, launch timelines, product suggestions, and digital assets supported by a process book and website that housed all the research.

 

 

 

SCAD partnered with L’Oreal-owned, professional hair-care brand, Redken to research and develop campaign products and strategies that utilized digital natives and social platforms.

 

 

 

my role

 

Nicole Kurtz and I were chosen to travel to Redken HQ in NY for a weekend  to gain a greater understanding of our brief, tour facilities, and begin our team's research.

 

Beyond that, I was able to create the website that housed all of our final concepts as well as all of our research. I created the outline, site architecture, and wireframes for the site. I also was design support for the process book and presentations.

website

 

The website was an opportunity to share our team’s research and concept development with Redken’s team across the globe. It was presented to the client during the final presentation in partnership with the process book and presentation.

RESEARCH

Our team spent the first 5 weeks researching to understand the landscape and stakeholders involved in our brief. We reached out to Redken's current audience, digital influencers, hair care professionals, and their intended audience.

40+

interviews/focus groups

700+

40

survey responses

influencers

INSIGHT THEMES

 

After our four weeks of research we pulled out important trends and opportunities and synthesized it into six main pillars to guide and structure our concepts moving forward.

INTERACTION

Social media platforms support Interaction between consumers, influencers and brands.

VALIDATION OF HYPE

The “hype” behind a product can only be validated by how innovative and effective the product is.

AUTHENTICITY

Authenticity is the driving force that inspires trust in relationships.

INCLUSIVITY

Brands should promote, but not force, inclusivity in order to ensure that their message reaches a diverse array of consumers.

INSPIRATION

 Instagram inspires it’s users by creating and sustaining relationships between consumers, brands and influencers.

 

PRIDE AND OWNERSHIP

Influencers should feel pride and ownership towards their collaborations with brands.

REDKEN HEADQUARTERS

 

 

To learn more about Redken's resources and capabilities, we toured offices, manufacturing facilities, and testing labs. Being able to see the spaces in person and to talk to people involved in the pipeline gave us a solid understanding of opportunities and limitations.

CAMPAIGN CONCEPTS

After 5 weeks of research and client feedback, we pushed into execution mode. At the end of the 10 weeks our team came up with two campaign strategies that utilized different platforms, tone, products, and communication styles.

 

Redken's immediate feedback was that although one concept was what they asked for and more traditional, they were excited about the second campaign and the new conversations it would open for them. They took our research and pitch tools back to HQ and will continue to develop their next step utilizing the research and outcome of our partnership.

Process book

 

 

One of our final deliverables to the client was a process book – outlining our final concepts and well as our research that validates them. Julia Morgan was the design lead while I assisted. After we completed the process book, I took the outline and visual assets and created the website as well.

THE DREAM TEAM

CLARK DELASHMET

Professor in Advertising

Moss Point, MS

PHOEBE POOLE

Fashion Design

Houma, LA

pheebsnyc@gmail.com

www.phoebepoole.com

AMIRA HATLANI

Fashion Marketing & Management

Portland, Oregon

CAROLINE COOK

Advertising

Memphis, TN

REBECCA ROBINETTE

Fashion Marketing

& Management

Baltimore, MD

JULIA GREENE

Advertising

Lake Worth, FL

julia_greene@icloud.com

www.jgreenedesigns.com

JULIANA MUNERA

Graphic Design

Bogotá, Colombia

juliana.munera11@gmail.com

www.julianamunerarey.com

JULIA MORGAN

Graphic Design

Savannah, GA

juliamorgan133@gmail.com

www.juliadesigns.work

NAMITHA ACHANDIRA

Luxury & Fashion Management

Bangalore, India

nauk31@gmail.com

www.namitha-achandira.com

NICOLE KURTZ

Industrial Design

Philadelphia , PA

nicolekkurtz@gmail.com

www.nicolekkurtz.com

AUSTIN JOSEY

Visual Communications

Savannah, GA

austinjosey5@yahoo.com

www.austinjosey.com

SAVANNAH WALKER

Graphic Design

Tampa, FL

savannahmarwalker@gmail.com

www.savannahwalkerdesign.com

RYAN KANE

Advertising

Philadelphia, PA

CHRISTINA FIELDS

Advertising

Nassau, Bahamas

christinafields1996@gmail.com

www.christinalexandra.com

SAVANNAH NEWMAN

Fashion Marketing

& Management

Melbourne, FL

savannahdion@gmail.com

www.savannahdion.com

SHANNA DUNLAP

Photography

Annapolis, MD

shannalaryndunlap@gmail.com

www.shannadunlap.com

TAYLA EDERESINGHE

Advertising

Milwaukee, WI