We led the visual art direction for the project with a series of lifestyle and product photography shoots and edited custom videos to inject a creative lifestyle into this Southern California brand. A new site infrastructure and content organization was introduced in the shop, allowing users to browse to shop in a multitude of ways based on hair type, the look that they wish to achieve, and product type. A hair quiz was created along with an expansive shopping experience through press mentions and artistic editorial galleries. Additional functionality was brought in for various integrations, a salon locator, and backend supply chain management.