As Odele prepared to launch its first brand campaign, I partnered with the team to evolve the visual foundation of the brand beyond campaign needs. This included refreshing the brand book, introducing a new type system, and expanding the visual language through updated layouts, silhouette graphics, and modular design elements. The goal was to create a flexible, elevated system that could scale, moving the brand away from expected beauty tropes and toward a more distinctive, modern expression aligned with its mission to democratize prestige haircare.

In the end, we created a campaign as beautiful and relatable as it was effective – brand awareness increased 366% and search activity for the brand increased 704%.