goldwell brand relaunch
Even though Goldwell were known for high-quality and progressive products, they lacked a clear profile and emotional, modern image.
we think stylist
We focused on the primal essence of Goldwell: the unconditional commitment towards hairdressers. The brand statement WE THINK STYLIST laid the foundation for a differentiating redesign and a holistic, modern look.
With what-matters-to-you.com, an online initiative was already created in the pre-launch phase. Through extensive dialogue across B2B & B2C target groups, valuable insights were generated early on.
Through this fundamental strategy change and redesign, Goldwell regained relevance, emotional perception and a progressive image, resulting in a hashtag proudly used by hairdressers worldwide:
BRAND STRATEGY / BRAND COMMUNICATION / CORPORATE DESIGN / DIGITAL BRAND EXPERIENCE
CLIENT: GOLDWELL — 2014 @ mcgarrybowen dentsu network