April 20, 2011
This project was a welcome challenge for Loft, the first hurdle being the strict international guidelines that we needed to observe and adhere to, without the risk of being 'safe' and 'boring'. The other hurdle to overcome was that none of the creatives at Loft actually paid much attention to their hair (some of us didn't have any) so coming to grips with the extent and depth of this brand was a massive task. And now we know everything there is to know about hair :)
Project Brief
Develop a series of printed workbooks for educating Kerastase hairstylists in product knowledge and service.
The first step was to look through existing promotional material and workbooks – a key element of their design was high quality of stock and finishes, which emphasised the luxurious feel of the brand. The client wanted to scale back some of these unnecessary finishes but still retain the sense of quality, so we investigated using a common graphic theme throughout the books which we call 'The Swoosh'. This, combined with high quality photography and Kerastase branding, served to separate the workbooks as education tools to 'enlighten' the audience.
Project Outcome
A series of workbooks were created along with a set of dividers, which followed the 'enlightenment' theme through its various stages of education (essential, advanced and specialist). So far, four workbooks have been designed and are in the process of being rolled out across Australia.
"We needed a strong, objective, knowledgeable partner and leader to help create a new direction for our education formats, and Loft Creative was all of these things. They have have created end products exceeding our expectations. I especially like how they "jumped" on the assignment and got it done with a "whatever it takes" approach to our business." Jo Maitland, National Education Manager
Are you talented, creative, and concept-drivne? We'd like to hear from you.
"I have used Loft for 2 years now and there's no chance of that changing."
Hugh Jones, Producer at Veritas Records
Loft Creative
office@loftcreative.com.au
80 Beaufort Street
Perth
Western Australia
6000
Australia
work:
+61.8.9228.1799
fax:
+61.8.9228.0799
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