Welcome to the Transformative World of SGX

SGX is a new line of salon-quality, vegan hairstyling products created with hairstylists in New York City.

For the brand launch, we created a visual identity centered around the self-gaze;

echoing the tension between an outwardly restless world, and the need for inner escapism.

SGX gives you the tools to create whatever hairstyle you choose to imagine,

so you can transform into whoever you need to be.

———

Project: Brand Development, Visual Identity, Social Campaign
Role: Senior Art Director
Skills: Branding, Creative Strategy, Art Direction, Video Direction, Photo Direction, Design
Team: Priyanka Pulijal (CD), Lauren Fodero (CD), Chassey Reyes (Strategist) Anna Kasabyan (Copywriter) Ana Dorta-Duque (Designer), Fiona Y Eduardo (Photography)