Hairitage by Mindy McKnight
Next Generation
of Clean Haircare
Hairitage by Mindy McKnight wanted a fresh approach to launching its Next Gen shampoo and conditioner collection to help evolve the brand’s visual direction and introduce the new scent-driven collection to younger consumers.
I worked as Art Director on the new product campaign and rollout, leading the creative strategy, concept,
and visual direction across model imagery, ingredient storytelling, and social design. The goal was to create
a more energetic and expressive visual language that could communicate the distinct personality of each fragrance while highlighting the natural ingredients and approachable spirit of the Hairitage brand.
Client
Hairitage by Mindy McKnight
Year
2025
Role
Brand Strategy
Creative Direction
Visual Identity
Art Direction
Building the
Next Generation
of Hairitage
Brand Strategy
The next growth opportunity for the brand began with repositioning Hairitage within the growing clean haircare category with a new collection that offered a cleaner approach to haircare while maintaining the brand’s approachable, personality-driven identity. A key part of the strategy was making clean fragrance a central point of connection with the consumer. I developed distinct scent personas based on the interests, personalities, and lifestyles of the Hairitage audience, giving each fragrance a relatable identity. These personas became the strategic lens for the product storytelling and visual direction.
Reimagining
clean haircare
Art Direction
As Art Director, I translated each scent persona into two complementary visual directions. The scent imagery was designed to feel juicy, tactile, and visceral, using the real natural ingredients behind each fragrance to create an immediate sensory connection to the product.
Lifestyle imagery took a more emotional approach, using wardrobe, set styling, props, and location to express the personality and interests of each persona. While each scent had its own distinct point of view, both approaches were designed to live within a cohesive Hairitage world, creating a campaign that felt expressive, relatable, and connected across the collection.
Lifestyle
Scent
Visual Design
Newness Rollout
The campaign imagery was then extended across the consumer experience, creating a cohesive visual presence from digital to retail. The assets were designed to work across PDPs, social content, and in-store displays, using the combination of sensory product imagery and personality-driven lifestyle photography to make the collection feel engaging and recognizable at every touchpoint. The campaign helped drive renewed momentum for the line, contributing to Hairitage’s highest sales in years.
