CurlMix
CREATIVE DIRECTOR
LETTERING ARTIST
GRAPHIC DESIGNER
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Process
As the first agency hired by the Curl Mix brand, we started with photographing the company’s first suite of products, and over time became more involved with digital marketing as a brand design tool. Founder Kim Lewis’ personal brand is as much a part of the Curl Mix story as the products, so we were led by her guiding question: how can we be more inclusive of people with curly hair?
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Impact
When we talk about the Kareracter family, CurlMix immediately comes to mind. In fact, after sharing that she was in career limbo, my mom found a new purpose in working at CurlMix. Beyond that, the impact of this work has been everlasting.
We helped launch and integrate a robust email marketing strategy, develop CurlMix University, a free video series teaching women with curly hair how to maintain their locks properly, and brand 4C only, the first black-owned hair product designed for 4C-type hair.
Innovation
We helped Curl Mix grow into a household brand by literally and figuratively honoring our roots. While promoting the first and only product that completely centered 4C hair–including the formulation, logo, marketing, models, and founder–we designed a framework to celebrate a traditionally undervalued hair type. Our lettering-based designs convey the sentimental and economic value of honoring our roots.
