A pre-seed Design by Design startup-in-residence re-imagining hair care experiences for black women
Prepare the brand launch and built a strong creative partnership along the way
Clear brand vision, strategy, and voice identity across channels; designed website, suite of services and a defined physical product roadmap
Bringing a new brand identity experience to life
Finding information or services specific to black hair care can be very challenging. Despite the thousands of conventional products and wellness services available, women of color were generally left unsure of what could cater specifically to their hair types. As a result, they would alter radically their hair leaving them to question their image and beauty.
A hair care beauty brand, Blumseed, had a mission to change that by supporting the hair journey of black women. Blumseed worked with Decision by Design as a startup-in-residence to develop customer personas, messaging, branding and a unique customer experience.
What We Did
Decision by Design partnered with Blumseed to craft an overarching narrative and messaging framework to connect and align customers with the purpose, strategy, culture and brand.
Deep design research and thinking of how the black community engages brands, the politics of black hair, misconceptions about black hair, lost hair traditions within African communities, all coalesced to define its purpose.
Using data gathered from several social media forums such as black Facebook groups, blacktwitter, reddit; we were explicit in displaying imagery that was representative of hair types that would resonate with our undeserved target market.
The collaboration led to the “Welcome back to hair love” slogan, a go-to-market brand experience, including service and product packages, delivery of an ecommerce platform and a compelling 1-yr product roadmap.