xtava

Xtava was born out of our desire to create highly engineered hair styling tools for every hair type at an affordable price, and its look and feel needed to communicate its premium offering. To achieve this, we revamped Xtava’s branding and its style/tone guideline (logo, color, font, copy voice, etc.) and ensured there was consistency throughout the brand. To help illustrate the brand’s versatility, we produced 12 hair tutorials featuring women of all different hair textures and lengths. I casted and directed the tutorials with my team, showcasing real women styling their own hair with Xtava products, and also captured a few lifestyle shoots, featuring our natural talent. We developed content for the website, social media, and all marketing efforts for 21 new products, which included designing the packaging, manuals, insert, and e-commerce presence such as Amazon.

After a successful Xtava rebranding, we researched and developed a new line of hair CPG products, Xtava Styling Squad. We identified the messaging opportunities in the category, designed the packaging and developed the overall look, feel, and tone for the lineup of products. We casted, shot and produced step-by-step tutorials as well as creative content for all mediums. Styling Squad was launched on the redesigned xtava.com, accompanied with a hair quiz to micro-target each specific hair type. Today, Xtava is one of the most successful hair brands on Amazon and has been loved by The Today Show, Bustle, Refinery29, and Nylon Magazine.