J+G was looking to rebrand in 2021 to reach diverse, Gen-Z consumers- their primary customer base.
OKRP asked me to join the team as a designer, and consultant. I was inspired by Gen-Z’s love of self-care, and redefinition of beauty standards for the concept of Take Time For Self Hair. Gen-Z shaves for them, not the person in their DMs, not because some outdated beauty magazine says so, but because THEY WANT TO! Working with an amazing team, we fleshed the concept into a full identity.