My objective in designing Vivid was to successfully market a semi-permanent, color changing hair dye to young adult females. This product aims to solve the drawbacks attached to existing unsuccessful, impermanent, and hair-damaging dyes. To do so, I designed and constructed 12 packages as well as a 360° point of purchase display. The end result is a dramatic, rebellious, and vibrant brand identity.

This campaign broadcasts the idea that you shouldn’t hide your emotions by encouraging the audience to post their own True Color experience on social media. While other hair dyes can promise their users will look different after using their product, only Vivid can promise its audience that they will be able to truly express how they feel on the inside... on the outside. Vivid is perfectly positioned to help a generation of introverted young girls become more in tune with themselves and more open to communicating their emotions.