High Tide worked with Aveda Arts & Science Institutes to reposition and evolve the brand to better serve the next generation of beauty professionals. Through naming, tagline development, brand strategy, visual identity, art direction, and photo production, we arrived at a bold and contemporary identity appropriate for this legendary industry leader.

The photoshoot, shot on location in New Orleans with photographer Augusta Sagnelli, focused on lifestyle as well as highlighting technical skills, filtered through a casual, student-focused lens.

Photography: Augusta Sagnelli
Hair: Matthew Kazarian, Paul Eastin
Makeup: Jenny Davis
Wardrobe: Ali McNally