Agency: Bella PR
Art Direction: Sasha Muradali
Copywriting: Sasha Muradali
- British-French hair extensions brand for women of African decent founded by Frédérique Harrel
- Recently (2018) started shipping to the United States and wanted to bring consistency to their social media
- Lacked brand voice and tone
- Needed to be sassy, yet ‘woke’ but not ‘slaying’.
- Voice and tone needed to be relatable, lighter, friendly, but informative
- Art direction needed to be consistent between ‘spoken’ stream of consciousness and re-grams from other women
- Re-grams need to be beautiful, but real. Also, highlight lifestyle aspect of brand — ‘girl you can do anything’
- Brand is exceptionally body positive, regardless of hair style, body type, skin color, etc.
Images With Accompanying Copy:
- “Boy, bye. ??”
- “That melanin tho. ?”
- “Boyfriend: “Babe, I was on the subway”Me: “And?”??♀️”
- “Taking one or some for the team. I volunteer as tribute! ??♀️”
- “Majestic AF ? #youglowgirl”
Content Calendar Frames:
