Ifflandstrasse 50

D-22087 Hamburg

goldwell brand relaunch

be proud

be bold

be confident

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.

new logo

logo studies

brand identity

new photostyle

subbrands

brand book

online initiative

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:

#IamGoldwell

BRAND STRATEGY / BRAND COMMUNICATION / CORPORATE DESIGN / DIGITAL BRAND EXPERIENCE

CLIENT: GOLDWELL  —   2014 @ mcgarrybowen dentsu network