Beauty in Simplicity
Chaz Dean has built his products upon the simple belief that great hair and skin cannot be achieved with a one-size-fits-all solution. His passionate and holistic approach has allowed him to cultivate an authentic and strong relationship with his audience. We tapped into this core belief to create a strategy and positioning for the first time within the 20+ years of the brand’s existence.
We needed to fully articulate that Chaz’s deep interest in his consumers is what connects everything. The brand strategy encourages people to invest in their wellbeing and create daily routines tailored to their individual needs.
Brand Strategy + Positioning
Brand Identity
Tone of Voice + Messaging
Art Direction
Web Design
We created a visual “golden rule” for the brand which represents Chaz’s connection to his audience. Soothing colors and tightly-cropped imagery of people and nature establish a sense of intimacy and awareness.
The online experience had to be as frictionless and personal as possible. We fully restructured the site to streamline the product discovery process, and a quiz was developed to help generate personalized routine recommendations. These improvements made it faster and easier to find the best products for each individual.
Agency: Frank Collective
Associate Creative Director: Lizzy Watkins
Designer: Shea Satterlee
Strategist: Luke Horvath
Copywriter: Michael Savage
