When salons faced abrupt and indefinite closure in March 2020 due to the COVID-19 pandemic, John Paul Mitchell Systems immediately took action to support their professional customers through a “stimulus” program of discounted and free products, educational resources, and downloadable social and printable assets.
The core branding for this program, developed by myself and two other Creative team members, came together within a week of receiving the brief. We created a strong symbol that was easy to reinforce in the program logo, hashtags/campaign lines, and headlines; and used a red/coral gradient color scheme that conveyed urgency and help, but with more warmth than a standard flat red. The scissors in the heart are meaningful not just to JPMS customers, but to each salon/stylist’s guests as well, rallying them to support these independent businesses during this trying time.
The community response was very positive, and many salons posted their “care packages” and gratitude on their social channels. Although this program did not bring monetary gain to John Paul Mitchell Systems, the engagement and loyalty it created will be benefitting the company for years to come.
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John Paul Mitchell Systems projects.