Project Overview
Who: School Project- Function of Beauty hair mask for coily hair types.
What I did: Marketing, advertising, and print & digital design.
Goals: To create a cohesive suite of advertisements for a product of my choice.
Process: I chose a product I would personally use; after completing research, I developed some ideas and initial concepts. I revised my strongest concept as needed and created the advertisements for digital and print.
Tools used: Adobe Photoshop & Illustrator, a DSLR camera, and pencil & paper.
Storefront banner. Product © Function of Beauty.
Strategy
The Problem
To create a cohesive suite of advertisements for a product of my choice.
I had to design 5 advertisements each, at different sizes and orientations, for both print and digital use.
Proposed Solution
I wanted to create a cohesive suite of ads that were eye-catching and would appeal to the target audience for the product; in this case young women (20-30 yrs) with textured, coily hair.
I also wanted to use vibrant colors and photography to convey a positive experience when the product is used.
Research & Development
I researched the brand as well as marketing campaigns and advertisements within the beauty and hair care industry.
It confirmed my initial idea of vibrant colors and influenced me to use complementary colors for a fun and eye-catching contrast.
Ideation
Sketches of initial concepts.
Rough drafts of initial concepts. Product © Function of Beauty.
Sketches
I settled on two concepts; the first promoted the emotional benefit of having healthy, beautiful hair and caring for it (“Nourish Your Crown”), and the second promoted the physical benefits of using a hair mask tailored to coily hair (“Made for Your Hair Type”).
Work in Progress
Initial Concepts
My instructor (who acted as the client) chose the first concept. I designed the main print advertisement and then repurposed the design and elements to fit the other advertisement sizes and orientations. I did the same for the digital advertisements.
Issues
With a brand this size, I imagine they wouldn’t have any issues getting the right images. I didn’t have the budget or time so I had to rely on stock photos. It took me a while to find the right image until I found “the one.”
Revised Instagram story design. Product © Function of Beauty.
Iterations
Revisions
The “client” (my instructor), asked for brighter imagery and cautioned me to be mindful of scale, hierarchy, and the overall composition across the advertisement suite.
Next Steps
I edited the images to be more saturated as well as increase the contrast. I also refined the scale, hierarchy, and composition for more balanced designs across the advertisement suite.
The product didn’t feel like the focal point of the design so I edited and scaled the product image.
Being a school project, I took the liberty of removing the BOGO sticker as I felt it took away from the overall design and made it feel cluttered; especially at a smaller scale.
Applications
Instagram Ad. Product © Function of Beauty.
Encased Outdoor Poster. Product © Function of Beauty.
Storefront Banner. Product © Function of Beauty.
Tiktok Ad. Product © Function of Beauty.
Conclusion
Goals: To create a cohesive suite of advertisements for a product of my choice.
Outcome: The Function of Beauty Coily Hair Mask’s primary goal is to nourish your crown so you can be proud to wear it. Through research and an intentional design process, I was able to communicate the product’s emotional benefit in a way that would resonate with its target audience.
I Learned: The power of using the right imagery and the importance of consistency in composition and hierarchy for a cohesive look and feel across a suite or collection of designs.
Disclaimer: No copyright infringement is intended. I do not own nor claim to own the rights to the product advertised. Product © Function of Beauty.
